Heinz has today announced that it will be adding a total of seven new flavours to its Cup Soup range. The company will add another four Classic Soup recipes, as well as introduce three recipes from its popular Black Label range to the instant soup category for the first time.
Launched last July, the Cup Soup range brought three of Heinz’ popular Classic Soup recipes into the instant soup format. The initial range has performed competitively since its launch, says Heinz, and now has a 7.3% value share in the instant soup category (A.C. Nielsen 12 week data to 03.01.15).
So this month will see the introduction of four new recipes from the current Heinz Classic Soup range – Cream of Mushroom, Oxtail, Minestrone, and Cream of Tomato with a Hint of Basil, all priced at RRP £1.19.
Joining these new additions in March will be three recipes from Heinz’ Black Label range, previously only available in cans: Cream of Tomato with a Kick of Chilli, Cream of Tomato with Fiery Mexican Spices and Cream of Chicken with Aromatic Thai Spices, all with an RRP £1.29.
The Black Label Range provides a twist on classic recipes and has seen a great success since its launch in 2013 into the wet ambient soup category. The range has delivered incremental volume to the category and is successfully recruiting younger shoppers. Heinz Black Label Soup has the youngest shopper demographic within wet ambient soup (Kantar 04.01.15).