Heinz is looking to bring more consumers to the dry cup soup market by launching three of its well-known soup flavours into the instant format.
The new cup soup varieties are cream of tomato, cream of chicken and vegetable. Available now with an rrp of £1.19 for a pack of four sachets, the Cup Soup range will be supported by a £1m national TV campaign, PR and in-store activation including sampling.
Brand manager Sarah Davies said offering a convenient option would help grow the cup soup category, which is worth £102m and has grown 39% over the past four years (Kantar). “There are 8.6 million Heinz wet ambient soup consumers who don’t currently buy into the instant soup market,” she said.