Heinz is relaunching its Squeeze & Stir soup - which has achieved sales of less than £4m in the past year.

The revamped range rolls out from 11 August and would deliver “a richer and thicker consistency” and improved flavours that were closer to Heinz’s canned varieties, the company said.

The soups (rsp: 59p) will be available in four ‘Cream Of’ flavours - Tomato, Chicken, Mushroom and Carrot & Coriander - and will carry stronger branding on the pouches and shelf-ready packaging.

Heinz said it had “simplified” the preparation process - which previously required a consumer to add boiling water in two stages - into “one easy step,” and had made the packaging easier to open.

In June, Heinz returned to the dry soup category after a five-year absence with three Cup Soups, but said at the time that Squeeze & Stir - which has had total sales of just £3.5m [Nielsen 52 w/e 24 May 2014] - still had a role in its range. “Cup Soup is an extension to our instant soup portfolio,” said a spokeswoman at the time. “Some consumers do not like cup soup from powder, and for these we have Squeeze & Stir.”

Heinz brand manager Sarah Davies this week described Squeeze & Stir as a “unique product that has developed its own loyal consumer base.” She added it had proved popular with the “younger generation” looking for an alternative to dried soup.

The relaunch will be supported with in-store promotional activity and be included in the Heinz Classic TV push.

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