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August 18, 2009

UK: Baxters to revamp entire soup range

Baxters Food Group, the UK family-owned soup maker, has today (18 August) announced plans to re-launch its entire soup range.

Baxters Food Group, the UK family-owned soup maker, has today (18 August) announced plans to re-launch its entire soup range.


Several new and improved recipes will be launched in September, supported by revamped packaging and a national advertising campaign.


Baxters said it is looking to satisfy increasing demand from consumers looking for “more sophisticated” soups. The labelling, the company said, will be “clearer” and a will have a more “distinctive and premium look”.


The re-launch will see 11 new recipes added to the Baxters soup range, including Chunky Carrot Butterbean & Coriander, Lamb Casserole, Chicken & Vegetable Casserole, Country Vegetable, Smoked Bacon & Three Bean, Turkey Broth, Highland Game, Courgette & Gruyère, Oxtail with Red Wine, Aromatic Chicken & Thai Herbs and Red Lentil Dahl with Beechwood Smoked Ham.


In addition, 15 improved recipes will be added to the portfolio, all “free from artificial colours and flavours” and compliant with current FSA salt targets.


Baxters brand manager, Elaine Tewnion, said: “Based on extensive consumer research we have optimised products, ranges and packaging to reflect customer preferences. As the number one premium soup brand, we need to ensure that we consistently offer the best tasting soups to reinforce Baxters’ superior taste delivery”.


The range will be available in all major supermarkets across the UK from October.

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