Heinz is returning to the cup soup category in the UK five years after quitting the sector.
The company discontinued its dry soup offering in 2009. However, brand manager Sarah Davies believes the new range of dry products will appeal to Heinz canned soup consumers.
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“Our previous range of dry soups was discontinued in 2009 due to its performance. However, we recognise that there are 8.6m Heinz wet ambient soup consumers who don’t currently buy into the instant soup market, so are hoping to bring new consumers into the category,” she told just-food. “We feel the new cup soup product is better than ever due to taste and texture and are excited about its launch.”
The company said it expects to drive incremental sales growth of the dry soup category, aiming to attract families seeking “convenient lunch and snack options”.
The new products are free-from monosodium glutamate, artificial colours and preservatives. The line is low in fat and contains less than 100 calories per serving, Heinz added.
Products have an RRP of GBP1.19 (US$2.04) for a pack of four sachets. The launch is being supported by a TV, PR and in-store activation campaign.
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By GlobalData
