New Covent Garden is turning Italian with its latest soup of the month. 'Ciao Bella' contains chicken, ditalini pasta and green pesto and is on sale throughout April. It is hoped the new flavour will help New Covent Garden grow on its 3% market share of fresh soup sales (AC Nielsen February 19, 2011). The soups also feature an on-pack promotion for a mini-break to the RHS Hampton Court Palace Flower Show in July.

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