One of the busiest stands at this year's CRS belonged to Country Choice which was drumming up interest for a new soup concept under its Bake 'n' Bite brand.
Launching now, the company is offering retailers the chance to add another dimension to their snacking on the go proposition with Bake'n'Bite soup.
The soup, prepared for Country Choice by a top name branded supplier, comes in 2kg cartons which are simply poured into a heating kettle which is also used for display.
Country Choice is selling the kettle plus menu boards, cups etc for £169 plus VAT, but said it was also giving away "enough free stock to cover that cost".
"It is a no investment solution," said marketing controller Rajesh Tugnait. Rsp for a roll with soup, which comes in six flavours, is £1.09.