The New Covent Garden Food Co. is joining forces with the Royal Horticultural Society (RHS), the UK’s leading gardening charity, to strengthen its position in the UK’s £106m fresh soup market. As part of the partnership, New Covent Garden is supporting the RHS with its inaugural sponsorship of the brand new Growing Tastes Marquee at this summer’s RHS Hampton Court Palace Flower Show. To further support the partnership New Covent Garden is launching its new Broccoli, Watercress and Fennel soup as its May Soup of the Month.
The presence of New Covent Garden at the Hampton Court Palace Flower Show will be complemented by a national sampling campaign, targeting 600,000 consumers, at the UK’s leading gardening and horticultural shows over the next six months.
The biggest sampling event of the year will take place at the Hampton Court Palace Flower show, with a variety of fresh soups and risottos being showcased in the Growing Tastes Marquee.
New Covent Garden soups are significantly outperforming the market, with sales averaging £1 million per week. Annual sales are up 9 per cent, almost double the category as a whole and just over twice that of the next best performer (private label). * Source: IRI 52 w/e February 23, 2008.
As with all New Covent Garden Food Co.’s products, the Broccoli, Watercress and Fennel May Soup of the Month is made from fresh ingredients and contains no artificial additives, flavourings or modified starches.
Nigel Parrott, New Covent Garden Food Co Group Marketing Director, said: “New Covent Garden is synonymous with using the finest ingredients in all of its products. This link with the Royal Horticultural Society highlights our commitment to fresh produce.”
All the fresh soups in the New Covent Garden range feature the government approved FSA traffic light labelling system for the identified categories of fat, saturated fat, sugar and salt, making it easier for consumers to determine the product content.
New Covent Garden Food Co. is part of the Daniels Group, one of the UK’s most progressive chilled food companies, which operates seven manufacturing sites in the UK.
New Covent Garden Food Co
Tel: 0800 389 4415