Baxters set to drive soup category growth with major soup tr

After serving soups to the British public for more than 140 years, Baxters has announced plans to re-launch its entire soup range. Several new and improved recipes will be unveiled in September, supported by fresh new-look packaging and a national advertising campaign.
Baxters, the family-owned premium food company, is looking to satisfy increasing demand from consumers seeking tastier and more sophisticated soups.

Packaging across the portfolio has also been refreshed to support the re-launch, with clearer labelling and a more distinctive and premium look.

Baxters Brand Manager, Elaine Tewnion, comments; "Based on extensive consumer research we have optimised products, ranges and packaging to reflect customer preferences.

As the number one premium soup brand, we need to ensure that we consistently offer the best tasting soups to reinforce Baxters' superior taste delivery".

The soup re-launch aims to add incremental value to the £312m ambient soup market, which is currently experiencing growth of 8%. Baxters is the nation's favourite premium ambient soup brand with a 57% share of the premium ambient soup category[i].

Nearly one in three UK households currently purchase Baxters soup (an increase of 7% on last year)[ii]. The September re-launch is designed to drive additional growth as the winter/soup season approaches.

As with all Baxters products, the new and improved recipes were developed by Audrey Baxter, the great-granddaughter of George Baxter who founded the famous Scottish brand in 1868.

The re-launch will see 11 new recipes added to the Baxters soup range, including Chunky Carrot Butterbean & Coriander, Lamb Casserole, Chicken & Vegetable Casserole, Country Vegetable, Smoked Bacon & Three Bean, Turkey Broth, Highland Game, Courgette & Gruyère, Oxtail with Red Wine, Aromatic Chicken & Thai Herbs and Red Lentil Dahl with Beechwood Smoked Ham - as well as 15 improved recipes across the portfolio.

All soups in the new range will be free from artificial colours and flavours and comply with current FSA salt targets.

The new Baxters soup range includes:

Baxters Favourites Range
New Additions
• Turkey Broth - A traditional Baxters family recipe using succulent turkey and a selection of vegetables and garlic, combined with thyme and sage.

Improved Recipes
• Cream of Chicken, Pea & Ham, Potato & Leek, Red Lentil & Vegetable, Cock-a-Leekie, Lentil & Bacon and French Onion.

Baxters Healthy Range
Improved Recipes
• Autumn Vegetable with Mild Spices, Lentil & Vegetable, Minestrone with Wholemeal Pasta.

Baxters Chunky Range
New Additions
• Chunky Carrot, Butterbean & Coriander - A hearty and filling treat - butterbeans add a new dimension to this traditional recipe packed full of goodness and providing three of your five a day.

• Lamb Casserole - A tasty, meaty recipe created with slow braised lamb and wholesome chunky vegetables. A guaranteed winter warmer providing two of your five a day.

• Chicken & Vegetable Casserole - Tender succulent chicken combines with chunky vegetables and rich chicken stock to create this wonderfully tasty yet simple soup. Substantial enough for a delicious meal on its own and providing two of your five a day.

• Country Vegetable - This delicious wholesome soup is full of goodness with nine different vegetables releasing a rich & fresh aroma. A simple yet tasty vegetable soup substantial enough to eat as a main meal. Provides three of your five a day.

• Smoked Bacon & Three Bean - This wonderful combination of cannellini, borlotti and red kidney beans with a medley of vegetables is enhanced by the addition of Beechwood smoked, dry-cured bacon. This hearty soup also contains basil, coriander and a hint of chilli, providing three of your five a day.

Baxters Luxury Range
New Additions
• Highland Game - The ultimate game soup, the Highland estate venison is complimented with the rich and delicious flavours of hare, woodpigeon, pheasant and game stock and enriched with a generous splash of sherry.

• Courgette & Gruyère - This recipe offers a unique taste combination - the delicate flavour of courgette is the perfect partner for creamy gruyère cheese, an indulgently smooth and velvety soup.

• Oxtail with Red Wine - A real British classic, slow cooked to make the oxtail beautifully tender and cooked in a rich stock with red wine for an extra special oxtail soup.

Improved Recipes
• Cream of Asparagus, Mushroom Potage, Broccoli, Stilton & Bacon, Lobster Bisque and Beef Consommè.

Baxters Deli Range
New Additions
• Red Lentil Dahl with Beechwood Smoked Ham - Ham double-smoked on Beechwood chips complements the pureed red lentils and vegetables to create this thick and spicy soup. A mix of spices - coriander, tumeric, ginger and chilli enrich the hearty flavours.

• Aromatic Chicken & Thai Herb - This succulent aromatic chicken is infused with Thai red curry paste made from a selection of fragrant Thai herbs - lemon grass, red chillies, galangal & Kaffir lime zest. These flavours are blended together with a delicate hint of creamed coconut to create this warming soup inspired by the Far East.

The new Baxters soup range will be available in all major supermarkets across the UK from October, 2009.

Source: talkingretail