Heinz is expanding its Black Label soup offering with four new flavours.
The brand is hoping to encourage shoppers to trade up to the speciality range - which has a 30p premium over the rsp of standard Heinz - with new flavours including lentil soup with Indian spices and beef broth with paprika (rsp: £1.19/400g). Rolling out this month, the soups will be supported by a £2m media spend including a new TV ad in September.
The launch comes a month after Heinz returned to dry soup after a five-year absence. Sales of Heinz canned soups have fallen 13% to £216m [IRI 52 w/e 24 May 2014], which Heinz has attributed to the warmer than average winter 2013-2014.