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August 26, 2009

UK: New Covent Garden in brand push

UK soup maker New Covent Garden has announced plans to expand its line-up of fresh soups as part of its 'fresh for winter' marketing push.

UK soup maker New Covent Garden has announced plans to expand its line-up of fresh soups as part of its ‘fresh for winter’ marketing push.

The company is introducing six new soups:  Butternut Squash & Sage; Red Pepper & Rocket; Scotch Broth; Beef & Irish Stout; Chicken, Lemon & Tarragon and Oxtail.

“The introduction of so many new variants will attract new consumers into the category at a time when more people are buying fresh soup than at any time previously,” said New Covent Garden group marketing director Nigel Parrott.

“The wide-ranging appeal of the new recipes will also enable us to convert more first time buyers into repeat purchasers.”

The company, owned by Singapore Food Industries, also hopes to boost the brand through national TV exposure, having renewed its sponsorship of ITV’s Britain’s Best Dish.

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