kedgeree-egg_2Pioneering fresh food company New Covent Garden is turning a traditional Scottish breakfast dish into a soup for all occasions with the launch in March of its first ever Kedgeree Soup.

New Covent Garden’s March Soup of the Month features flaked smoked haddock with long grain rice, onions and herbs, flavoured with delicate curry spices.

“Kedgeree is now sometimes eaten as a lunchtime snack or as a hearty supper, but the traditional breakfast favourite in Scotland has never been introduced to UK consumers as a soup before. As a consequence, we’re confident it will attract many more consumers to the fresh soup fixture and help to maintain New Covent Garden’s very strong performance within the category,” says Nigel Parrott, New Covent Garden Food Co’s Group Marketing Director.

The 600g Kedgeree Soup provides two servings, has an rrp of £1.99 and is packed in outers of 6.

New Covent Garden’s Soups of the Month are one of the success stories in the UK’s £143 million* fresh soup market, now accounting for approximately 10 per cent of the market leading brand’s sales.

New Covent Garden is currently growing (MAT Volume) by 8.6%*, twice that of the fresh soup market and is continuing to enjoy record levels of household penetration.**

* Source: A C Nielsen Scantrack 52 w/e 23rd January 2010.

** Source: A C Nielsen Homescan 52 w/e 23rd January 2010.

New Covent Garden Food Co

Trade enquiries: 0113 248 0606

www.newcoventgardenfood.com

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