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On average, wet ambient soup is now 6% more expensive than last year in the major supermarkets

Brits are paying significantly more for soup than they were last winter, exclusive research by The Grocer shows.

On average, wet ambient soup is now 6% more expensive than last year in the major supermarkets, while fresh chilled soup is up by 3% [Edge by Ascential 52 w/e 19 November 2019].

In the ambient aisles, average prices have been bolstered by a swathe of supermarket price hikes on Baxters SKUs in recent months. Average prices for the brand have rocketed by 18% year on year after Waitrose, Tesco, Sainsbury’s and Asda all increased their shelf prices on selected lines.

It means 400g tins of Baxters Favourites Cream of Tomato, Lentil & Bacon and Chicken Broth soup are now 8p more expensive at £1.17 on average in the mults, while 400g tins of Baxters Favourites Traditional Minestrone and Traditional Pea & Ham Soup are 7p pricier at £1.16 on average.

At the same time, most 400g tins of Baxters Vegetarian soups are 7p more expensive at £1.17 on average, while a trio of 400g Baxters Chef Selections soups - Beef Consommé, Cream of Asparagus and Lobster Bisque - is 15p dearer at £1.85.

“We review our prices regularly in line with all input costs. However, selling prices are at the discretion of the retailer,” said a Baxters spokeswoman.

There have also been price increases on selected Heinz soup SKUs in the major supermarkets. Four-packs of 400g Heinz Cream of Tomato, Cream of Chicken, Classic Vegetable and Oxtail Soup are all up by 50p to £2.50 on average, for example.

“In-store prices are set independently by retailers and are also subject to each retailer’s own promotional strategies and phasing year on year,” said a spokeswoman for Kraft Heinz. “We remain committed to offering value for money for all our varieties.”

Some own-label soups are getting pricier, too. Earlier this year, Sainsbury’s added 5p to its range of own-label 400g soups, including Cream of Tomato, Cream of Chicken and Mushroom, Leek & Potato and Oxtail, all now 45p. Its own-label Chunky Beef & Dumplings, Chunky Beef & Vegetable and Chunky Chicken & Vegetable 400g soups are up by 15p to 75p.

“The cost of individual products is determined by a number of factors and prices can fluctuate, both up and down, as a consequence,” said a Sainsbury’s spokesman. “We remain committed to providing our customers with great quality and value every time they shop with us.”

In the chillers, meanwhile, Tesco has added 25p to its range of Cully & Sully 400g soups, now £1.75. “Our aim is to provide customers with great value. Our prices are regularly reviewed and depend on a number of factors. All our prices are clearly marked for customers,” said a Tesco spokeswoman.

Cully & Sully declined to comment.