Agrilink subsidiary Birds Eye is planning to launch single-serve frozen soups in October with a US$20m advertising campaign.
A quick-flash freeze process will be used to make the new soups, which will come in four microwaveable varieties, to ensure that the vegetables remain as flavourful and colourful as possible.
In the US, the chilled soup market is still very open as it currently consists of small regional brands rather than national brands like Birds Eye. The US canned soup industry, worth around $1.6bn, is currently huge compared to the $24m chilled soup industry.
Campbell Soup is planning to launch a new and improved line of canned vegetable soups early next year, which will use new manufacturing technology to maintain the crispiness and chunkiness of vegetables.