Premier Foods plans to overhaul its Batchelors Cup a Soup portfolio with the launch of a high-protein range, four more Deliciously Thick flavours, and a reformulation of the core range.
In a move to attract younger, health-conscious consumers to the soup category, the brand is introducing High Protein Cup a Soup, which will be available from 18 July in four variants: Spicy Chorizo Bean, Mediterranean Vegetable & Bean, Mexican Bean, and Spiced Lentil (rsp: £1.49/four sachets).
The NPD marks the first time a cup soup brand has made a high protein claim, claimed Antonia Goldring, senior brand manager for Batchelors. “Almost 20% of UK adults are actively upping their consumption of protein,” she said.
Batchelors is also adding four ‘Tomato Plus’ options to the Deliciously Thick Cup a Soup line-up (rsp: £1.49/four sachets), which launched into market nine months ago to encourage existing shoppers to trade up.
Rolling out on 18 July, they are inspired by global cuisine and comprise Tomato & Lemon (Italian), Tomato & Black Olive (Greek), Tomato & Smoky Paprika (Spanish) and Tomato & Jalapeno (Mexican).
Finally, ahead of the winter, Premier will reformulate core Cup a Soup products across the seven bestselling SKUs, which include Chicken, Minestrone and Cream of Mushroom (rsp: £1.19/four sachets).
“In addition to launching new propositions, we also understand the importance of maintaining a strong core Cup a Soup range,” said Goldring. “We have a loyal customer base and want to ensure they remain in the category.”
No comments yet