New Covent Garden is breaking new ground in the UK’s £139 million fresh soup category with the January launch of the UK’s first range of low calorie chilled soups, available exclusively to Sainsbury’s for a three week period only.
The launch is timed to coincide with the focus on healthy eating. The 300g single serve range comprises three new variants – Carrot & Honey, Tomato, Red Pepper & Pesto and Hearty Vegetable.
Each variant contains just 99 calories which is flashed prominently on distinctive packs, in outers of 6. The soups will retail at £1.39p, with a 99p introductory offer.
“Unlike ambient low calorie soups, the New Covent Garden range has strong food appeal and caters for calorie counters who don’t want to compromise on food values,” says Parrott.
“Consumer reaction has been really positive and the launch is timed to help consumers shed pounds after Christmas without having to opt for low calorie soups which many find bland and uninspiring.”
New Covent Garden