New Covent Garden Food Co., the Daniels Group subsidiary and one of the UK’s best known names in chilled foods, is stepping up its new product development programme with the launch of several UK ‘firsts’. The wide-ranging summer programme includes the introduction of a unique range of soups, the launch of the UK’s only chilled marinade sauces and New Covent Garden’s biggest ever range of summer soups. Market-leading New Covent Garden is targeting the lunchtime snacking market, and weekend al fresco diners, with the UK’s first ever range of ‘fruit’ soups, made to be eaten cold, either from a bowl or drunk from a mug or glass.
The range comprises two 300g variants, Apple Vichyssoise and Beetroot & Redcurrant, underlining New Covent Garden’s commitment to brand stretch through innovative use of in-season fruits and vegetables. Both single portion packs are priced at £1.39 and are currently being sold through Waitrose.
Group Marketing Director Nigel Parrott says the fruit soups will broaden the appeal of the New Covent Garden brand among on the go consumers.
“The products are ideal for people who want a light, nutritious, lunchtime snack, providing a tasty combination of sweet and savoury, and are also positioned as an appetiser for people dining outdoors in the summer months.”
New Covent Garden is also developing a new category in UK chilled foods – marinades – with the launch of three fresh and natural marinade sauces, targeted initially at the BBQ and outdoor dining market.
The new 200g range comprises three variants in plastic pots – Chilli Barbecue, Sticky Chinese Five Spice and Thai Coconut & Chilli, each priced at £1.49 and providing enough for two servings.
“We have taken popular marinade recipes and applied a highly distinctive New Covent Garden twist, offering consumers a tastier alternative to ambient products by only using fresh, natural ingredients,” adds Nigel Parrott.
New Covent Garden is also launching its biggest ever summer soup range – five soups that can be enjoyed hot or cold, each with a light texture and subtle taste, to help stretch the soup season into an all-year-round dining occasion.
The summer soups range comprises three new variants – Pea & Mint, Red Pepper & Gazpacho, joined by the return of two seasonal favourites, Summer Vegetable and English Asparagus. Each one is priced £1.99 for the two portion servings.
The activity comes as New Covent Garden soup continues to outperform the market, with value sales of the £53 million brand up 11.3% on last year (source: IRI 52 w/e April 19 ’08), considerably more than any other manufacturer or retail brand.
New Covent Garden is also extending its involvement with the Royal Horticultural Society through its inaugural sponsorship of The Growing Tastes Marquee at the Hampton Court Palace Flower Show (July 8 – 13). This forms part of the £2.5 million marketing support for New Covent Garden this year.
New Covent Garden Food Co
Tel: 01733 843400