The far-reaching, £5 million move featured new and improved recipes, new pack designs, clear segmentation of the 32-strong range and new, national TV advertising.
Also, in a ground-breaking, innovative promotion, the company handed responsibility for creating its soups of the month to its consumers – through the world’s first soup community website.
“We have revitalised every major element of the marketing mix and the improvements we’ve made, particularly in relation to product quality, will enable us to position New Covent Garden soups as the best in the market,” says Marketing Director, Nigel Parrott.
“Currently, two thirds of the UK’s 18 million soup buying households don’t buy chilled. We’re confident that the initiatives we have taken will attract new consumers to the category and, of course, to New Covent Garden.”
New Covent Garden continues to make soup in its iconic cartons and has overhauled the design to make it more contemporary, oozing taste credentials.
New Covent Garden re-developed its soups and tested them so that all of the 32 flavours are the best-tasting fresh soups in the UK. In addition, 8 new recipes were launched.
In addition, New Covent Garden has introduced its clearest ever range segmentation. Soups are now positioned in one of five soup segments – core range classics, seasonal, soups of the world, big & bold and 99 calorie.
“Segmenting the range has made it easier for consumers to shop the fixture and, enhanced by the new pack designs, is providing the best ever standout for New Covent Garden on-shelf,” adds Nigel Parrott.
Two soups are also being used to raise funds for charity – Smoked Haddock Chowder for the RNLI, and Heart Warming Soup for the British Heart Foundation.
“This has been the biggest ever initiative of its kind in New Covent Garden’s 24-year history,” adds Nigel Parrott.
“The combination of true innovation, best ever product quality, clearer choice for consumers and new recipes is enabling us to deliver best in class quality for the chilled soup category.”
New Covent Garden has a 40 per cent volume share of the UK’s £170 million fresh soup category, five times more than the combined share of all other fresh soup brands.*
* Source: A C Nielsen 52 w/e 11 June 2011.
New Covent Garden
Tel: 0113 248 0606