The UK unit of US food giant Heinz is to trial a new range of chilled soup in an effort to tap into the fast-growing sector.
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Heinz will test its new range at Tesco stores where it will compete directly with branded sector leader New Covent Garden Soup, reported The Grocer. The Heinz range will include four flavours: Roast Chicken & Herbs, Carrot & Coriander, Tomato & Red Pepper, and Chunky Vegetable & Rosemary. The soups will be packaged in 500g pots and will retail at £1.49 (US$2.81).
The chilled soups sector has grown 11.3% over the last year to 10 October, compared to 2.4% growth for the whole soup category.
“Chilled soup is an area we are interested in. We would like to understand the size of the opportunity, which is why we are running a test market with Tesco,” Heinz marketing manager Dan Ince was quoted by The Grocer as saying.
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