Kraft Heinz is adding to its soup stable in the UK with the launch of a line of wet soups sold in ambient cartons.

The company is rolling out Soup of the Day, with the aim of “transforming” the wet ambient soup segment in the country. 

Kraft Heinz claimed the soups have been developed to offer the taste of fresh soup, with the convenience of ambient.

It emphasised the products are made from natural ingredients and contains no artificial flavours, colours, preservatives or sugar.

“Through extensive research we have learned that our consumers are looking for soups that taste fresh, are filling, easy and practical to make and that replicate homemade soups,” Heinz senior brand manager Wan Yuan Teo said.

“As category leaders, we knew we had to respond to these demands by bringing a new range of soups to the category in a convenient format, offering a fresh taste that our consumers want and need at lunchtimes.”

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By GlobalData

The soups will be available next month. The launch is being backed by a TV, PR and digital marketing campaign from 1 October.

A range of six varieties includes chicken rosemary and parsnip; green garden vegetable; and potato and leek with chives.

The soups have an RRP of GBP1.39 (US$1.77) for a 400g pack.

In 2011, the then HJ Heinz launched soup sold in a squeezable sachet, Squeeze & Stir, resembling a toothpaste tube, which has since been withdrawn from the market.