UK: Baxters Foods rolls out Fray Bentos soup line

A Fray Bentos First as Brand Launches Soup Range

Leading canned goods brand Fray Bentos has launched its first new product development since being acquired by Baxters Food Group. The range of soups, created to offer consumers affordable quality, will build on the brand's growing strength in the canned goods category.

Fray Bentos soups come in five classic flavours: Cream of Mushroom, Cream of Tomato, Cream of Chicken, Vegetable and Minestrone and contain quality ingredients, offered at great value prices.

The market leader was acquired by Baxters Food Group in November 2011 with the intention of capitalising on the success of its flagship product - canned pies - and fulfilling the potential of the brand.

Fray Bentos has a 95% share of the growing ambient pies market (Source: Kantar 52 w/e 13.05.12) and the iconic products are the brand of choice for 98% of consumers buying into the category. The soup range will further grow the brand's significant presence across canned goods.

Yvonne Adam, marketing director for Fray Bentos said: ‘The Fray Bentos brand is extremely strong in the UK and gives us a platform for substantial growth. It made sense for us to combine this strength with Baxters' expertise in soup to help create tasty, good quality products that target consumers who are perhaps trading down to an own label product but would like the reassurance of a brand they trust.'

The soups are the first of a number of innovations planned for Fray Bentos as it builds on the success of the core range and will be rolled out to retailers across all channels throughout the year.

Notes to Editors · Fray Bentos was established in 1899 and has become one of Britain's best loved brands · The canned pie market is in growth with over 31 million units sold in 2011 and value up 2% · Fray Bentos is the No 1 brand in the canned pies and puddings category with a 95% market share · Almost 6 million households enjoyed Fray Bentos pies in 2011 with 98% of those who buy canned pies choosing Fray Bentos · The Fray Bentos range includes pies, puddings, meatballs, soups and corned beef

Original source: Fray Bentos