Tideford Organics is boosting its range with a raft of new soups.
The vegan soup brand has unveiled a quartet of new flavours – Butternut & Sage, Lentil & Kale, Cauliflower Masala, and Coconut Noodle – which will join its lineup from September, rolling into retailers including Sainsbury’s, Tesco, Morrisons, Ocado and Waitrose, as well as Abel & Cole (rsp: £3/600g).
There was “a growing desire by consumers to buy both plant-based and organic and this is reflected in our new products and the additional changes we are making to the packaging itself”, said the brand’s marketing manager Christine Forrest.
“Particularly in soups, Tideford is the only chilled soup brand to have this differentiated positioning of being organic and plant-only. Retailers have a unique opportunity to satisfy consumers’ needs through our clear and focused brand proposition.”
The brand has also given its packaging a refresh, increasing the amount of nutritional information offered on pack, including a traffic light system and statistics based on a half-pot serving of its soups.
The new look was “also designed to more clearly communicate the brand’s organic and ‘only delicious plants’ status, providing much clearer signposting for consumers”, the brand added.
It follows a relaunch for the brand last year, which saw it roll out a 14-strong range of new products and reformulate 12 of its existing recipes. This was the first stage in a £1m investment into the brand taking place over three years.
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