Fresh food specialist New Covent Garden is introducing a dash of Italian seasonality and ‘wooing’ consumers with its latest soup of the month, Ciao Bella, which will be on sale throughout April.

Ciao Bella, which translates as ‘Hello Beautiful’, comprises chicken, ditalini pasta and green pesto. It also features an on pack promotion for a mini-break to this year’s RHS Hampton Court Palace Flower Show in July.

New Covent Garden’s soups of the month are now established as one of the best-selling soups in the UK’s £159 million fresh soup category, accounting for 3 per cent of the UK’s total fresh soup sales and ranking as the sixth fastest-selling line in the entire market.*

“There is now a sense of anticipation among our loyalists as to what the next soup of the month will be and the soups have been instrumental in attracting new consumers to the category,” says New Covent Garden Co. Group Marketing Director Nigel Parrott.

“They also allow us plenty of creative freedom, with vibrant pack designs which help to generate standout on shelf.”

New Covent Garden continues to dominate the UK’s £159 million fresh soup market. Currently, the brand accounts for 40 per cent of the market, more than five times the combined share of all other branded soups.*

* Source: A C Nielsen, 52 w/e February 19 2011

New Covent Garden Food Co.

Tel: 0800 389 4415

www.newcoventgardenfood.com

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