UK retailer Tesco has dropped the New Covent Garden Soup range from its shelves as part of a range review.
A spokesperson for Tesco confirmed the move today (29 October). “We regularly review our range to reflect changes in the products our customers buy,” a spokesperson said.
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Rob Dixon, marketing controller of Hain Daniels, the UK arm of New Covent Garden Soup owner Hain Celestial, said the delisting coincides with Tesco’s winter soup range review.
He added: “The decision comes just ahead of a new, GBP2m marketing campaign for New Covent Garden soup which breaks on 5 November. The campaign includes national TV advertising.”
Hain cited figures from Nielsen that it said showed the brand had “outperformed” the UK fresh soup market. Sales were up 17% in value terms in the last 26 weeks, ahead of total market growth of 14%, it said.
The delisting comes a year after Tesco launched its own-label New York Soup Co, which it has reportedly expanded in recent weeks.
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