New Covent Garden Soup Co has returned to growth after years of decline - and is looking to continue its revival with a new burst of activity including the launch of single-serve products.
Value sales of the brand are up 3.3% year on year [IRI 52w/e 17 August 2014], in stark contrast to the 22.5% year-on-year decline reported 12 months ago.
Sales had been hit hard by Tesco dropping the brand in October 2012, and being relisted by the retailer a year later has helped return the brand to grow the brand to growth - but Jeremy Hudson, CEO at brand owner Hain Daniels Group, said NCG had also convinced lapsed and new consumers to return. “We believe this is a result of our work in the last 12 months,” he said. “We launched nine new flavours, the new Skinny range, and a highly successful campaign with Slimming World.”
Later this year it is to roll out new one-serve pots - a move Hudson said was prompted by consumer demand and would offer a product “perfect” for lunchtime. The launch follows last month’s rollout of new NCG flavours such as Kale & Nutmeg and Vegetable & Soupergrain.
“It’s really important to us at NCG, as the company that created the category, to have a balance of tried, tested and loved core flavours as well as introducing new season flavours and ingredients,” said Hudson.
The brand this week kicked off sponsorship of the ITV London Weekday Weather, which will run until 31 March, and next week unveils a campaign to find the UK’s most generous county.