Tideford Organics, the UK’s only mainstream, organic, plant only, vegan, and gluten free soup brand, is introducing a raft of new ‘Inspired’ fresh soup flavours and improved recipes this September and more than doubling the brand’s retail distribution points versus 2021. Select SKUs will appear in Sainsbury’s, Tesco, Morrisons, Ocado, Waitrose and Abel & Cole in time for Organic September.
Tideford is currently experiencing strong year on year retail growth of 31.7%1 which is ahead of the market. 80% of this growth has been incremental, attracting new consumers to the category1.
In addition to the company’s investment in NPD, it is also making changes to its packaging to increase the amount of nutritional information on pack, including a traffic light system and RI statistics based on a serving – equivalent to half a pot – of its chilled soups. The changes are also designed to more clearly communicate the brand’s organic and ‘only delicious plants’ status, providing much clearer signposting for consumers. The brand’s ‘Taste the Good’ strapline is underpinned by the message that ‘if it’s not organic…it’s not in the pot’, reflecting the way in which consumers understand organic to mean healthier, more natural and tastier ingredients.
From 2019 to 2021, the UK organic grocery market outperformed total grocery, growing 15.9% by value, versus total grocery growth of 11.8%1. The UK organic market is now worth £3.05 billion and shoppers in the UK spend nearly £60 million a week on organic2.
Commenting on the NPD and increased distribution, Tideford Organics marketing manager Christine Forrest from said: “There is a growing desire by consumers to buy both plant-based and organic and this is reflected in our new products and the additional changes we are making to the packaging itself.
“We know Tideford’s unique organic and plant-only positioning is popular with younger shoppers especially those who like to scratch cook, those interested in Fair Trade and organic and also vegetarians and flexitarians. As such the brand is extremely well-placed to meet these consumers’ needs – which is evident in the brand’s success over the past year.
“Particularly in soups, Tideford is the only chilled soup brand to have this differentiated positioning of being organic and plant-only. Retailers have a unique opportunity to satisfy consumers’ needs through our clear and focused brand proposition.”
The new fresh soups launching in September include: Indian Cauliflower Masala, Lebanese Lentil + Kale, and Malaysian Coconut + Noodle (all 600g, RRP £3) from its Inspired range. Plus Butternut + Sage from its Favourites range. The new SKUs join existing lines including its popular Indian Lentil + Spinach Dhal which recently won a Great Taste Award. Tideford Organics has secured listings for its new range of products in several national UK retailers, including Sainsbury’s, Tesco, Morrisons, Ocado, Waitrose and Abel & Cole from September 2022.
1Kantar World Panel 52WE 28.11.21
2Soil Association, Organic Market Report 2022
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