The NPD is said to mark the brand’s latest move to inspire shoppers to “make healthier, more sustainable food choices” by expanding the availability of organic products in the major supermarkets.
The soups contain up to three of a person’s five a day and are packaged in a “lunch sized, on the go, recyclable pot”, that was “perfectly portioned for one serving”.
Developed with organic, natural and freshly sourced ingredients the soup range will feature two texture varieties: ‘smooth’ and ‘hearty’ – and four ‘classic’ British flavours, finished with a splash of Yeo Valley fresh double cream, the brand said.
The smooth range will include Cream of Tomato & Carrot, Parsnip & Thyme, while the hearty range will be “characterised by its chunky vegetables” and will include Leek, Potato & Mature Cheddar, and Cream of Vegetable, Yeo Valley added. The NPD will be available from 12 September in Tesco stores nationwide (rsp: £2/400g).
The new dip range, meanwhile, comes in three flavour varieties: Garlic & Herb, Sour Cream & Chive, and Sweet Chilli, and will go on sale in Sainsbury’s from 14 September (rsp: £1.65/150g pots).
Yeo Valley said the three flavours would have a “distinctive light, healthy, yet surprisingly creamy taste, with 30% reduced fat compared to standard soured cream style dips, offering sustainably savvy shoppers a product that is naturally good for them and good for the planet”.
The dips met a consumer need for naturally lower in fat products that contained only natural ingredients and no additives, said Yeo Valley brand manager Rebecca Cottee. “With our organic dairy expertise, we can offer something new to the creamy dips category,” she added.
The brand’s diversification comes as Yeo Valley cited recent Kantar data that showed the number of so-called eco-active consumers (or those that were heavily concerned about the environment and who were also ready to take action) had risen to 29% of the total UK population in 2021. This was worth the equivalent of £37bn in UK grocery sales, and was expected to further grow to represent 62% by 2030.
“With over 25 years of organic farming behind us, it’s an exciting time for us to grow our organic offering outside of dairy for the first time,” said Yeo Valley owner Tim Mead.
“As a responsible food business and champion of organic agriculture, we want to provide a wider natural healthy food offering that nurtures our planet and nourishes people,” he added.
Consumer research by the brand of London consumers had also shown people thought of Yeo Valley as a “family farm”, added Cottee. “So anything you think you could buy at a farm shop is not far off where we should go.”
Other pieces of NPD planned to coincide with Organic September include new flavours for the brand’s Little Yeo’s yoghurt pouches and drinking kefir lines.