Glorious! has cut the apron strings with brand ambassador and television chef Marco Pierre White in a major relaunch for the brand.
White had featured on the packaging and marketing material for the TSC Foods-owned brand since it was launched two years ago. His name has been removed from the premium chilled soup and pasta sauce brand's labels, which now place greater emphasis on the provenance of the recipes.
The products and the packaging have been revamped in a bid to attract "younger and more adventurous consumers".
The time had come for two-year-old Glorious! to "stand on its own two feet", said Matthew Stephenson, marketing manager.
"We felt now was a good time for the brand to establish itself in its own right as our agreement with White was coming to an end," he said. "By focusing on the multinational theme of the soups, and by targeting a younger audience, we have set ourselves apart from rival products, to which we feared we had become too similar."
Three new recipes have been added to the core meal soup range. Spanish Tomato & Chorizo, Sunny Thai Chicken and Malaysian Chicken flavours replace the Mexican Bean, Moroccan Chicken and Irish Colcannon soups. The Toulouse Sausage & Bean, Indian Chicken and Tuscan Chicken & Orzo variants remain, as does the three-strong pasta sauce range (rsp: £1.99), although the chicken has been removed from the Big Easy Chilli Cream Sauce.
A new four-strong range of lower-calorie Skinny Soups, which includes a Goan Spiced Tomato & Lentil variant (rsp: £1.79), has been introduced to appeal to women.
Stephenson predicted Glorious! would grow from a £3m brand to a £6m to £8m one over the next year. The relaunch comes less than a year after a £24m management buyout of TSC Foods in July gave Glorious! a new lease of life.
"The buyout gave us the financial resources to see this Glorious! marketing plan through to a high standard and generate sales growth," said TSC Foods MD Jonathan Skofic.
White had featured on the packaging and marketing material for the TSC Foods-owned brand since it was launched two years ago. His name has been removed from the premium chilled soup and pasta sauce brand's labels, which now place greater emphasis on the provenance of the recipes.
The products and the packaging have been revamped in a bid to attract "younger and more adventurous consumers".
The time had come for two-year-old Glorious! to "stand on its own two feet", said Matthew Stephenson, marketing manager.
"We felt now was a good time for the brand to establish itself in its own right as our agreement with White was coming to an end," he said. "By focusing on the multinational theme of the soups, and by targeting a younger audience, we have set ourselves apart from rival products, to which we feared we had become too similar."
Three new recipes have been added to the core meal soup range. Spanish Tomato & Chorizo, Sunny Thai Chicken and Malaysian Chicken flavours replace the Mexican Bean, Moroccan Chicken and Irish Colcannon soups. The Toulouse Sausage & Bean, Indian Chicken and Tuscan Chicken & Orzo variants remain, as does the three-strong pasta sauce range (rsp: £1.99), although the chicken has been removed from the Big Easy Chilli Cream Sauce.
A new four-strong range of lower-calorie Skinny Soups, which includes a Goan Spiced Tomato & Lentil variant (rsp: £1.79), has been introduced to appeal to women.
Stephenson predicted Glorious! would grow from a £3m brand to a £6m to £8m one over the next year. The relaunch comes less than a year after a £24m management buyout of TSC Foods in July gave Glorious! a new lease of life.
"The buyout gave us the financial resources to see this Glorious! marketing plan through to a high standard and generate sales growth," said TSC Foods MD Jonathan Skofic.
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