It is adding five chunky variants to its line-up: chicken & veg casserole; country vegetable; smoked bacon & three bean; and lamb casserole (rsp: £1.09). A carrot, butterbean & coriander option completes the line-up, which the company says is being launched to meet demand for more substantial healthier soups.
Each will provide at least two of the recommended five daily portions of fruit and vegetables, said brand manager Elaine Tewnion, and would meet the FSA's 2010 targets for salt content.
"Our new variants will fill a gap for a no-nonsense, wholesome soup in the chunky soup market, which is one of the fastest-growing sectors within ambient soup, up 26% over the past two years [TNS]."
Baxters' move follows the launch of chunky additions to Heinz's Big Soup range.
Baxters is also adding two new variants to its Deli range and three to its Luxury line-up to give the brand "a more sophisticated appeal".
Ten of the brand's existing recipes are being scrapped to make room for the newcomers.
In what Tewnion described as Baxters' "first brand relaunch" since 1929, updated packaging will appear across the portfolio when the new soups hit shelves in October. The relaunch will be supported by a £1.5m print marketing campaign.
Baxters' soup portfolio is worth £52.5m, up 6.4% year-on-year, and accounts for a 57% share of the premium ambient soup category [TNS 52w/e 12 July].