Loyd Grossman is looking to ambient soup as the next milestone for his grocery brand, in a move described as “the most significant” in its eight-year history by manufacturer Premier Foods.

n Four traditional flavours are set to hit shelves at the end of the month in 420g microwaveable pouches retailing at £1.29 each.

n Marketing manager Andrew Elder said he was confident the new range would prove a threat to the chilled sector and would “attract soup consumers from all areas of the supermarket”.