The GBP5m revamp will include new pack designs and eight new recipes

The GBP5m revamp will include new pack designs and eight new recipes

Daniels Group has overhauled its New Covent Garden Soup Co. range in the biggest revamp in the brand's history.

The changes include reformulated versions of its existing soups, eight more recipes and new packaging.

"This is the biggest ever initiative of its kind in New Covent Garden's 24-year history," marketing director Nigel Parrott said.

"The combination of true innovation, best ever product quality, clearer choice for consumers and new recipes will enable us to deliver best in class quality for the chilled soup category."

New Covent Garden is introducing its "clearest-ever range segmentation" for its expanded range. Its soups will be positioned in one of five soup segments - core range classics, seasonal, soups of the world, big & bold and 99 calories.

Daniels is also launching a TV campaign to push the brand. The company said New Covent Garden accounts for 40% of the UK's fresh soup category but Parrott said the majority of households do not buy chilled soup. The changes should encourage more people to try fresh soup, he added.

"Currently, two thirds of the UK's 18m soup buying households don't buy chilled. We're confident that the initiatives we're taking will attract new consumers to the category and, of course, to New Covent Garden."