Batchelors Summer Re-Launches Introduces New Packaging and Soup Flavours
Batchelors is benefiting from a re-launch this summer in an bid to drive consumer engagement and accelerate growth in the Instant Dried Soup (IDS) category.
Batchelors is benefiting from a re-launch this summer in an bid to drive consumer engagement and accelerate growth in the Instant Dried Soup (IDS) category.
This will include a complete design overhaul, new flavours and a brand new sub range designed to bring more health conscious consumers into the category.
The entire Cup a Soup range has been redesigned to have a modern new look which focuses on the brand and flavour to improve fixture navigation for shoppers and dial up food values.
Images of ingredients are featured alongside a stove-top style kettle and cup, hoping to create a classic, warm look and communicate what goes into the soup.
Jo Marshall, Senior Brand Manager for Batchelors, said: “Consumer research on our new packaging proved to be very successful, with 30% of consumers finding the soup they wanted more easily, and purchase intent increasing by 6%.”
Four new flavours have been added to the Cup a Soup range – Broccoli & Stilton, Pea & Ham, Creamy Thai and Mulligatawny.
The complementary nature of the more traditional flavours is hoping to have strong appeal amongst existing consumers.
The spicy variants are an important innovation for the range as the spicy flavours sector is the fastest growing in the market and will aim to drive appeal amongst younger consumers.
The Slim a Soup range will benefit from four new flavours that are already popular in the core Cup a Soup range – Tomato, Golden Vegetable, Chicken and Chicken & Leek – ensuring that Batchelors’ favourites are accessible to those looking for a lower calorie alternative.
High Veg a Soup is a real innovation for the IDS category and is designed to attract new consumers through its high vegetable content.
The three-strong range – Roast Vegetable, Country Vegetable and Mediterranean Tomato & Vegetable – contains 50-70% vegetables and has predominantly green packaging to differentiate it from the rest of the range.
Source: Batchelors
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