Batchelors Cup a Soup is launching a high-protein range and adding four new flavours to its Deliciously Thick range.

Available from July 18, Batchelors High Protein Cup a Soup will come in four new flavours: spicy chorizo bean, mediterranean vegetable & bean, mexican bean and spiced lentil.

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 (Kantar World Panel, 52 w/e 28th February 2016), Batchelors is confident these new Deliciously Thick variants will encourage existing shoppers to trade up, driving value within the category.

The brand is recommending that retailers merchandise hig protein soups on the shelf above the core range, creating an added value tier to help encourage purchase. 

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.

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

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 (Kantar Usage Data, 2016). So, we think it’s the perfect time to offer a Batchelors product with this additional health benefit.”