Pouches have enjoyed success in categories such as fish and petfood but so far they have failed to win over soup shoppers.
They seem ideal with a long shelf life, protection from fluctuating tin plate costs and can be microwaved yet volume sales of soup in pouches dropped 34.9% [Nielsen 52 w/e 5 September 2009], and Green Giant's decision to launch its first soup in a pouch looks particularly unfortunate, as the range clocked up sales of just £1.4m.
Meanwhile Baxters axed its Soup Choices range at the end of last year, claiming "the trial pouch format was not performing as well as canned a challenge many brands across the food industry have encountered".
Sales of Loyd Grossman soups, which are in pouches, have also suffered, though Premier Foods says it has no plans to pull the plug.
One problem with pouches, argues Greencore chilled sauces and soups marketing manager Jane Bicknell, is that it's only used in ambient and so is not seen as healthy. She adds: "The health aspects of chilled are very important to consumers, who see fresh soup as an easy way to get at least one of their 5-a-day."
In contrast, microwaveable plastic bowls of soup have proved popular, particularly with office workers. Sales of Heinz's Taste of Home range in microwaveable bowls have grown 39.3% in value. [Nielsen 52 w/e 8 August].
"Consumers see the range as a substantial meal to eat at home as well as a convenient lunch at work," says Cullum.
Another packaging option would be a move into ambient Tetra Paks. The Tetra Recart, first used for Sainsbury's chopped tomatoes, offers a shelf life of up to two years without the need for refrigeration. Tetra Pak UK & Ireland retail manager Ian Williamson says the cartons are popular with ambient soup brands overseas, such as Heinz in Spain and Unilever in Mexico and China. Though there are no plans to launch ambient soup in cartons in the UK, watch this space.
Focus On Soup
They seem ideal with a long shelf life, protection from fluctuating tin plate costs and can be microwaved yet volume sales of soup in pouches dropped 34.9% [Nielsen 52 w/e 5 September 2009], and Green Giant's decision to launch its first soup in a pouch looks particularly unfortunate, as the range clocked up sales of just £1.4m.
Meanwhile Baxters axed its Soup Choices range at the end of last year, claiming "the trial pouch format was not performing as well as canned a challenge many brands across the food industry have encountered".
Sales of Loyd Grossman soups, which are in pouches, have also suffered, though Premier Foods says it has no plans to pull the plug.
One problem with pouches, argues Greencore chilled sauces and soups marketing manager Jane Bicknell, is that it's only used in ambient and so is not seen as healthy. She adds: "The health aspects of chilled are very important to consumers, who see fresh soup as an easy way to get at least one of their 5-a-day."
In contrast, microwaveable plastic bowls of soup have proved popular, particularly with office workers. Sales of Heinz's Taste of Home range in microwaveable bowls have grown 39.3% in value. [Nielsen 52 w/e 8 August].
"Consumers see the range as a substantial meal to eat at home as well as a convenient lunch at work," says Cullum.
Another packaging option would be a move into ambient Tetra Paks. The Tetra Recart, first used for Sainsbury's chopped tomatoes, offers a shelf life of up to two years without the need for refrigeration. Tetra Pak UK & Ireland retail manager Ian Williamson says the cartons are popular with ambient soup brands overseas, such as Heinz in Spain and Unilever in Mexico and China. Though there are no plans to launch ambient soup in cartons in the UK, watch this space.
Focus On Soup
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