New Covent Garden Food Co., market leader and the fastest-growing brand in the UK’s £109 million fresh soup market, is launching a nationwide fund-raising campaign for The Salvation Army this December. In addition to raising money from sales of its December soup of the month – Chicken, Vegetable and Pearl Barley – New Covent Garden is encouraging its customers to do the same.
In a first for New Covent Garden, consumers are being encouraged to host fund-raising soup kitchens, serving home-made soups to family and friends for a nominal sum. The fund-raising initiative will be flashed on-pack.
Recipes, fund-raising tips and advice can be downloaded from www.newcoventgardenfood.com/soupkitchen
“We know that many of our customers occasionally prepare their own home made soups. So we’re encouraging them to share their favourite recipes and raise funds for a very worthwhile cause in the run up to Christmas,” says New Covent Garden Group Marketing Director Nigel Parrott.
The December soup of the month will be available for the whole of the month, with an rrp of £1.99p.
The launch comes as New Covent Garden soup celebrates another year of sales success. The brand commands a 48 per cent share* of the fresh soup market and recently benefited from a £1.5 million brand investment to strengthen its market leadership position.
* Source: IRI audit data 52 w/e October 4 2008).
New Covent Garden Food Co.
Tel: 01733 843400