General Mills UK has moved its Green Giant brand into a new category.
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Soup is a first for the Green Giant brand, which is known for its sweetcorn, and is expected to generate around GBP4m (US$7.6m) sales in the first year.
Green Giant Soup comes in a pouch and is available in three flavours; Vine Ripened Tomato, Country Garden Vegetable and Farm Harvested Mushroom.
“Our ongoing research has revealed that there is a real gap in the soup category for a product that provides shoppers with a fresh, natural, high quality offering – from a brand they trust,” said Linda Hipkiss, marketing director. “Green Giant has been developed to tap into that opportunity.”
The launch will be supported by marketing activity including a GBP2m TV advertising campaign. The campaign will involve consumer PR, in-store activity and sampling, and forms part of a GBP5.2m support package into the brand for 2008.
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By GlobalDataAndy Foweather, sales director for General Mills UK, said: “Green Giant Soup is set to be a major retail success and its potential is huge.”
