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October 15, 2007

ANUGA: Baxters in European push

Baxters Food Group is to roll out its Healthy Choice range of soups into Europe, the Scotland-based company said today (14 October).

Baxters Food Group is to roll out its Healthy Choice range of soups into Europe, the Scotland-based company said today (14 October).

Baxters, whose range includes soups, jams sauces and condiments, is targeting its key markets on the continent, which include Spain and Scandinavia.

The Healthy Choice range of soups has been reformulated to meet growing consumer demand for healthier products, Baxters UK sales director Andy Mutton said.

Artificial additives, preservatives and colourings have been removed from the soups, which also contain less than 1% fat.

Baxters is also rolling out its range of soup pouches into Europe after a successful launch in the UK.

The UK still accounts for over half of Baxters’ sales but the company is expanding its international presence. In May, Baxters bought the Aylmer and Primo soup brands from Canada’s CanGro Foods.

Furthermore, the company is making strides in Europe, across its product portfolio, Mutton said.

“Spain is very important to us – particularly for jams and marmalades,” Mutton told just-food at the Anuga trade show in Cologne, Germany. “And we’re making a big push into Eastern Europe, where soup is very much part of the local diet.”

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