UK: Hain adds to New Covent Garden line-up

By Michelle Russell | 28 August 2012

The soups will comprise four variants

The soups will comprise four variants

Hain Celestial has added to its New Covent Garden Soup Co. offering in the UK with the launch of a line of premium "world-inspired" soups.

The soups will comprise the following variants: Mexican Chilli Chicken; Caribbean Sweet Potato; Moroccan Tagine; Thai Chicken with Lemongrass; Indian Chicken Biryani; and Spanish Patatas Bravas & Chorizo.

The 600g packs will have an RRP of GBP2.40 (US$3.80) and will be supported by a nationwide advertising campaign this winter highlighting New Covent Garden's roots using the tagline: "Fresh from our kitchen to yours".

Show the press release

FRESH KITCHEN FOCUS FOR NEW COVENT GARDEN

New Covent Garden, Britain's best-selling chilled soup brand, is going back to its roots, bottling the magic of New Covent Garden and focusing on its key attributes of creativity and expertise in fresh soup.

The multi-million move, backed by national TV advertising, will re-inforce how New Covent Garden chefs produce the best possible taste, led by a new core message: Fresh from our kitchen to yours. The wide-ranging initiative includes exciting new product development, distinctive new pack designs and range extensions. "We'll be highlighting that our soups are made by cooks with a passion for producing the best-tasting fresh soup that's full of flavour," says Nigel Parrott, Hain Daniels Group Marketing Director.

The NPD will be led by the launch in September of a new, premium, ‘world-inspired' range, Tastes of the World. MORE... FRESH KITCHEN FOCUS - 2 The 600g packs will have an rrp of £2.40 and the range will comprise the following varieties: Mexican Chilli Chicken; Caribbean Sweet Potato; Moroccan Tagine; Thai Chicken with Lemongrass; Indian Chicken Biryani and Spanish Patatas Bravas & Chorizo. "We're providing a taste adventure for food lovers looking for more interesting and exciting tastes in fresh food," adds Nigel Parrott.

"Whilst the Tastes of the World range provides real inspiration, the flavours are all accessible and will appeal to the mainstream." At the same time, more prominence is being given to the New Covent Garden brand name on pack and clearer flavour descriptors.

Meanwhile, New Covent Garden's core range of 26 SKUs will feature in eye-catching new pack designs for maximum on-shelf impact, including clearer product descriptors.

In addition to nationwide TV advertising this winter, New Covent Garden Soup will benefit from below the line support through PR, web and sales promotion. - ends - Information issued on behalf of Hain Daniels by MTJ Associates. For more details, please call Martin Jackson or Alex Preston on 01772 421442. Issue date: August 2012

 

Original source: Hain Celestial

Sectors: Chilled foods, NPD & innovation

Companies: Hain Celestial

View next/previous articles

Currently reading -

UK: Hain adds to New Covent Garden line-up

There are currently no comments on this article

Be the first to comment on this article

Related research

Baby Foods and Infant Formula

This report analyzes the worldwide markets for Baby Foods and Infant Formula in US$ Million by the following Product Segments: Infant Formula (Baby Milks/Baby Formulas), Baby Meals, Baby Cereals, Baby Juices/Drinks, and Baby Biscuits/Cookies....

Related articles

US: Hain profits rise on sales, margins

Hain Celestial has booked an increase in first-half profits, which benefited from higher sales and improved margins.

US: Hain Celestial launches Greek Gods Kefir milk

Natural and organic food group Hain Celestial has launched a Kefir low fat cultured milk to its Greek Gods dairy brand.

just-food review of 2012: M&A revival but caution hinders big deals

There were, despite continued economic uncertainty in many Western markets and concerns over slowing growth in the East, signs that M&A activity rebounded in the food sector this year. However, a look at just-food's M&A coverage this year shows there have been few big-ticket, transformational deals.

Welcome to the home of food information, insight & intelligence

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page