Baxters is relaunching its Healthy Choice soup range this month with a campaign to highlight its lower salt content. The push includes TV adverts, press, sampling and in-store activity and is aimed at consumers who want a healthy, balanced diet. It has been designed to communicate how Baxters "harnesses the goodness of nature". The TV ad shows a woman sitting in a field, surrounded by nature, eating a bowl of Baxters soup. It carries the strapline: 'When nature's done her job, we begin ours.' The press ad focuses on the 'no nasties' credentials of the product. The salt content of the updated range, which was first launched in 2003, has been reduced to 0.6g per 100g. This has been achieved by replacing ordinary salt with sea salt. Each soup also provides 80g of vegetables per serving.

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