Green Giant has taken a huge step into another field with its first-ever soups. General Mills UK, the company behind the 83-year-old Jolly Green Giant brand, claimed the soup category was missing a brand with such an established heritage and predicted it would sell more than £4m of Green Giant Soups in the first year. Pitched against the likes of Heinz and Loyd Grossman, the range will benefit from a £2m TV campaign. The soups will be launched next month in Country Garden Vegetable, Farm Harvest Mushroom and Vine Ripened Tomato.

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