18 July 2016

Premier Foods heats up the soup sector with a category first from Batchelors

Premier Foods plans to attract younger health conscious consumers to the soup category by re-invigorating its Batchelors Cup a Soup portfolio.

Batchelors will launch a market first with its satisfyingly filling High Protein Cup a Soup and add four new, exciting world-inspired Tomato flavours to its ‘Deliciously Thick’ Cup a Soup range, available from 18th July. Batchelors core Cup a Soup products will also see a recipe reformulation across the seven best-selling SKUs ahead of the winter season, delivering a thicker texture and improved flavours.

Antonia Goldring, Senior Brand Manager for Batchelors, comments: “As the first cup soup brand to have a high protein claim, our new High Protein range has 20% of its calorie content derived from protein, so is a great step towards targeting the younger generation who are becoming increasingly health conscious. People are now more aware of the benefits of protein and almost 20% of UK adults are actively upping their consumption of this nutrient .  So, we think it’s the perfect time to offer a Batchelors product with this additional health benefit.”

Batchelors High Protein Cup a Soup will be available in four new flavours: Spicy Chorizo Bean, Mediterranean Vegetable & Bean, Mexican Bean and Spiced Lentil. It is recommended that retailers merchandise this NPD the shelf above the core range, creating an added value tier to help encourage purchase. 

Batchelors is also introducing four Tomato Plus variants to its ‘Deliciously Thick’ Cup a Soup range which launched into market nine months ago. The new flavours are inspired by countries across the globe with Italian Inspired Tomato & Lemon, Greek Inspired Tomato & Black Olive, Spanish Inspired Tomato & Smoky Paprika and Mexican Inspired Tomato & Jalapeno. As tomato is currently the biggest selling flavour in wet soup with a 23% share , Batchelors is confident these new ‘Deliciously Thick’ variants will encourage existing shoppers to trade up, driving value within the category. 

Goldring concludes: “In addition to launching new propositions and exciting flavours, we also understand the importance of maintaining a strong core Cup a Soup range. We have a loyal customer base and want to ensure that these shoppers remain in the category by providing them with the best products possible. To achieve this, we are reformulating the recipes across our seven best-selling SKUs, creating a thicker texture and improved flavours.”

07 July 2016

Spaldwick Community Primary School is crowned McDougalls Young Baking Team of the Year 2016

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Premier Foods cooks up a storm with an array of new cooking sauce category launches

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