Love of soup

TSC Foods, producer of premium soup range Glorious!, has developed a budget brand.

The Love Of will be available from Nisa, Londis, Fulton Foods and Ocado from next month in carrot, and tomato & herb variants. With a £1.49 price tag (600ml), it will undercut many own-label fresh soups.

Love Of complemented Glorious! and delivered “true tiering,” said TSC, predicting the range would hit £2m in first-year sales. Further variants are being developed, and TSC is looking to extend the Love Of brand into sauces and marinades.

TSC previously developed a tertiary brand for Morrisons called For The Love Of, which was sold for three months in 2009.