Crosse & Blackwell has added two “protein-packed” soups in a bid to tap growing demand for functional foods.
Tomato, Lentil & Chilli and Tomato & Mixed Bean provide 14g and 10g of protein per 400g can (rsp: £1.25) respectively. The duo, which contains no artificial flavours, colours or preservatives, has rolled out exclusively in Sainsbury’s.
With increased consumer interest in health and functional foods, grocery was experiencing a “surge of products meeting the ‘protein-maxxing’ and ‘fibre-maxxing’ trends”, said Crosse & Blackwell owner Princes Group.
Consumers were “actively seeking products to help hit their protein, fibre and other daily dietary goals”, it added. As such, the new soups were designed to “remind consumers that soup is a convenient, hot option for functional nutrition”.
The launch comes as 96% of Brits fall short of the recommended 30g daily fibre intake, said Princes, citing the latest National Diet & Nutrition Survey. The latest soups aimed to address this gap by offering an “easy, affordable” way to boost intake through fibre-rich ingredients like lentils and mixed beans.
“We are exploring how we tap into the UK’s growing appetite for functional, health-focused foods across our portfolio,” said Jeremy Gibson, marketing director at Princes Group.
“Consumers are increasingly looking for convenient products to help them hit their nutrition goals but still deliver on taste and value. The new SKUs aim to bridge the gap between traditional soup consumers and modern, health-conscious shoppers.”
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