Baxters has turned to trendy noodle bars as inspiration for its new four-strong range of ambient oriental-style noodle soups. The mid-September launch will also see Baxters putting ambient soups into pouches for the first time. PR, which includes holiday offers in China, New York, will run from November to February ­ the key soup season, although brand manager Claire Quigley said the company was aiming for year-round sales for the range. Baxters is putting £8.6m behind its soup in the coming year, with TV ads and Chinese New Year activity planned. The noodle soup range’s blue, pink, green and red packaging differentiates the four flavours and the pouches have transparent bases so the contents are visible. Each variety is egg noodle based with Eastern flavours: Thai Chicken; Indonesian Vegetable with Creamed Coconut; Cantonese Hot and Sour; and Shiitake Mushroom. They are aimed at the premium market and targeted primarily at 25 to 44-year-old women. Baxters values the premium ambient soup market at £36m, with its 5% year- on-year growth outpacing the the soup market norms. Rsp: £1.49, 430g. {{MARKETING - P&P }}