Bol has expanded its Power Soup range with a duo of high-fibre SKUs, supported by a through-the-line campaign to champion its nutrition credentials.
Sweet Potato, Coconut & Chilli Fibre Power Soup and Three Bean Chilli Fibre Power Soup will hit Sainsbury’s, Ocado, Tesco, Co-op, Morrisons and Asda stores from this month (rsp: £3.45/600g).
The new duo joins Bol’s Power Soup line-up, which also contains ‘Immunity’ and ‘Protein’ soups.
Sweet Potato, Coconut & Chilli combines sweet potato, coconut, ginger, chilli, cumin, coriander and lime for “a smooth, velvety soup with a warming kick”. It contains 18g protein, 21g fibre and two of your five a day.
Three Bean Chilli features black, pinto and kidney beans, combined with tomato, smoked paprika, cumin, coriander and lime. It delivers 24g protein, 21g fibre and two of your five a day.
The NPD was designed to tap growing awareness about the health benefits of fibre, said Bol.
Some 60% of UK consumers were aware of the benefits of fibre, but 96% of people were currently not eating enough of it, the supplier said, citing Mintel data.
“Crafting high-fibre recipes has been our bread and butter from when we first launched in 2015,” said Bol head of brand, Hollie Fox. “But now it’s part of the mainstream conversation and shoppers are looking for it.
“With this latest innovation, we’re putting fibre firmly in the spotlight and making it easy for people to find it, enjoy it, and maximise their nutrition.”
The launch will be supported by a through-the-line campaign spanning OOH, sampling and events, gifting, organic social and shopper marketing.
The campaign would support Bol’s ambition “to make fresh soup a salient and desirable destination for functional health”, the supplier added.
It comes amid a flurry of NPD in soup, with bone broth brand Freja having recently entered the category for the first time.
Meanwhile, bottled soup brand Re:Nourish has moved in the opposite direction, launching what it claims is the first microwaveable bone broth in a bottle, alongside its first pasta sauces.
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