The Squeeze & Stir soups are made from puree rather than powder

The Squeeze & Stir soups are made from puree rather than powder

HJ Heinz has entered the instant soup category in the UK with Heinz Squeeze & Stir, a concentrated purée soup.

The soup is made from a concentrated purée available in lightweight, squeezable sachets, with a RRP of GBP0.59 (US$0.94). Consumers have to squeeze the soup into a cup, add boiling water and stir.

The Heinz Squeeze & Stir range comprises Cream of Tomato; Mediterranean Vegetable; and Cream of Tomato with Basil and Minestrone lines. It will go on sale this month.

Matthew Cullum, marketing controller for the company's Heinz soups in the UK, said: "The new range includes our most popular varieties and provides one of your five a day in each recipe, so we hope Heinz Squeeze & Stir will drive incremental sales for the category as a whole."

The launch of Heinz Squeeze & Stir is being supported by an integrated communications campaign worth more than GBP2m and it will include in-store activities as well as TV advertising.

According to Nielsen data for the 52 weeks to 14 May, Heinz accounted for 40.3% share of the total UK soup market which is worth GBP588m. The company's year-on-year growth stood at 5.1%, which means it was growing ahead of the market. UK soup sales had risen 3.5% over that period.

The dry/instant soup sector is worth GBP86m a year but, in the year to 14 May, sales were down 1.1%.