range-shotNew Covent Garden, market leader in the UK’s £138 million fresh soup category, is staying at the ‘forefront of freshness’ with its biggest ever roll-out of new flavours.

The innovative, fresh food specialist is introducing six new 600g soups this autumn.

The new ‘Fresh For Winter’ variants include innovative combinations of well known ingredients, recipes based on regional dishes and timeless recipes with broad consumer appeal.

They are: Butternut Squash & Sage; Red Pepper & Rocket; Scotch Broth; Beef & Irish Stout; Chicken, Lemon & Tarragon and Oxtail.

Each one will feature a ‘Fresh For Winter’ Flash on pack, highlighting the exciting, innovative nature of the new recipes.

“The introduction of so many new variants will attract new consumers into the category at a time when more people are buying fresh soup than at any time previously,” says New Covent Garden Group Marketing Director Nigel Parrott.

“The wide-ranging appeal of the new recipes will also enable us to convert more first time buyers into repeat purchasers. This is an area where we are already enjoying considerable success, with regular purchasers of New Covent Garden soup increasing by 400,000 to 1.2 million.”*

The New Covent Garden brand will also benefit from national TV exposure this autumn thanks to its renewed sponsorship of the peak time ITV series, Britain’s Best Dish.

New Covent Garden will sponsor the 40-show series, with each programme reaching an audience of approximately 1.5 million viewers.

Latest sales figures show New Covent Garden continuing to outperform the fresh soup category. Value sales of the £61 million New Covent Garden brand, which accounts for 45 per cent of the market, are up 7 per cent on last year, compared to market growth of 4 per cent (source: A C Nielsen 52 w/e July 11‘09).

* Source: Nielsen Scantrack Total Coverage up to11.07.09.

New Covent Garden Food Co
Tel: 01733 296701

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