Baxters Food Group said its launch of a Fray Bentos soup range in the UK was a “natural step” in its strategy for the brand following its acquisition of the firm last year.

Baxters yesterday (2 August) unveiled a range of soups under the Fray Bentos range, available in five variants.

A spokesperson for Baxters told just-food the launch is in line with its strategy to further grow the brand’s presence in the canned goods category.

“Tinned soup has enjoyed an increase in sales in recent months so combining the strength of the Fray Bentos brand with the group’s experience in the soup market was a natural step.”

The spokesperson added Fray Bentos’ strengths lie in ambient food, a category on which the company will be focusing its NPD at the present time.

The company said the soup range is targeted at consumers looking to trade down to an own-label product but would “like the reassurance of a brand they trust”.

“The acquisition of Fray Bentos has enabled Baxters Food Group to target consumers with different price points,” the spokesperson told just-food. “It has allowed us to tap into the cash conscious consumer market in the recession and offer a quality, trusted product at value prices.”

For now, the company says its core market is the UK, where, the spokesperson said, it sees “enormous potential for growth”.

The spokesperson added: “We are concentrating on fulfilling these growth opportunities in the immediate future.”