New Covent Garden is raising funds for The Salvation Army and its Hostel Plus+ centres in support of its December soup of the month, Chicken, Vegetable and Pearl Barley. The market-leading fresh soup brand is also urging fresh soup fans to support The Salvation Army by joining in the New Covent Garden ‘Soup Kitchen Challenge’ – a national fund-raising event encouraging people to serve home-made soup to family and friends in return for a nominal donation.
New Covent Garden is kick-starting the fund-raising activity with an initial donation of £12,000. The Soup Kitchen Challenge has attracted the support of many leading celebrities, including celebrity chefs Ainsley Harriott and Kevin Woodford, pop legend Sir Cliff Richard and fitness guru Rosemary Conley.
“The link with The Salvation Army and staging the Soup Kitchen Challenge shows how popular New Covent Garden soups of the month have become,” says Group Marketing Director Nigel Parrott.
“The added bonus is that we can work with fresh soup fans across the country to raise funds for a very worthwhile cause.”
New Covent Garden soups of the month now account for approximately 10% of the market-leading brand’s sales and are instrumental in attracting new consumers to the category, resulting in penetration of fresh soup, and of New Covent Garden in particular, being at its highest ever level.