Market-leading fresh soup brand New Covent Garden is set to continue a long stint of success with its latest Soup of the Month – a Halloween variety aptly named ‘Witches’ Brew’. New Covent Garden is the outright leader in the branded fresh soup category, with a 40 per cent share of the £149 million market – five times more than the combined share of all other branded soups*. Its Soups of the Month have been instrumental in attracting new customers, and are the sixth best selling fresh soup variety in the UK.
“Our Soup of the Month is extremely important; customers wait to see which variety is coming out next,” said Andrew Ovens, New Covent Gardens’ Group Marketing Manager. “Our Halloween soup is the biggest seller of the year, and we aim to produce exciting and interesting flavours which capture our consumers’ imagination. We receive really positive feedback from customers who love the idiosyncratic names we give our soups.”
Witches’ Brew, which will be available throughout October, is a ‘wickedly tasty’ pumpkin soup blended with tomatoes and mixed beans. Its eye-catching packaging features a Halloween poem, ‘Hubble Bubble’.
Witches’ Brew will be available in outers of six with an rrp of £1.99. Trade enquiries: 0113 248 0606.
New Covent Garden is set to launch its first national television campaign this winter, following the success of a regional TV ad campaign earlier this year.
New Covent Garden
Tel: 0113 248 0606