Heinz is hoping to appeal to the “upmarket” and younger consumer with the launch of a range of premium soups in the UK.

In-store from mid-August the soups are “a flavoursome twist” on its classic soup recipes, Heinz said today (27 August). The range will comprise four flavours, including: Cream of Tomato with Fiery Mexican Spices; Cream of Tomato with a Kick of Chilli; and Cream of Chicken with Aromatic Thai Spices.

A GBP1.4m (US$2.2m) campaign will support the launch that will include PR, TV advertising, in-store sampling and in store support.

“We wanted to create a range of soups that would really appeal to upmarket and younger consumers, who want the soup they know and love, but with an exciting twist – something a bit special,” said Heinz Classics marketing manager, Jack Wallace.

“These new and exciting flavours cater to consumer demand, providing a wider variety of interesting and delicious flavours, as our consumers’ tastes continue to evolve.”