UK: Tesco drops New Covent Garden Soup line in range review
Hain said the delisting coincides with Tesco’s winter soup range review
UK retailer Tesco has dropped the New Covent Garden Soup range from its shelves as part of a range review.
A spokesperson for Tesco confirmed the move today (29 October). "We regularly review our range to reflect changes in the products our customers buy," a spokesperson said.
Rob Dixon, marketing controller of Hain Daniels, the UK arm of New Covent Garden Soup owner Hain Celestial, said the delisting coincides with Tesco's winter soup range review.
He added: "The decision comes just ahead of a new, GBP2m marketing campaign for New Covent Garden soup which breaks on 5 November. The campaign includes national TV advertising."
Hain cited figures from Nielsen that it said showed the brand had "outperformed" the UK fresh soup market. Sales were up 17% in value terms in the last 26 weeks, ahead of total market growth of 14%, it said.
The delisting comes a year after Tesco launched its own-label New York Soup Co, which it has reportedly expanded in recent weeks.
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