Comforting nourishment

Unseasonal weather also meant consumers looked for ‘warmers’, spending an additional €2.8m on soup and hot beverages, according to Kantar's data

As the winter months take over, consumers will be looking for comfort and warmth in a delicious piping hot bowl of soup; here are the latest releases from Ireland’s best-known brands


Brand Central

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14 October 2015

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As with most categories, the soup market experienced a sharp decline in Ireland between 2008 and 2012; since then there has been growth in the area, according to Mintel. Both in Northern Ireland and in the Republic, growth is forecast until 2018 – provided that innovations in health, flavour and convenience continue to drive the category forward.

Fresh soups in particular have enjoyed major growth, with the sub-category increasing in value by almost 23% in the 2011-2012 period. According to Bord Bia, sales of fresh soup are worth €19m, with the recent growth attributed to new shoppers entering the category and shoppers buying more frequently. Figures from Kantar suggest the average shopper makes a purchase in the category 15 times per year. Furthermore, impulse buys are strong in the area, with promotional activity, packaging and innovation all strong including family size formats and new varieties.

Get warmed up with Heinz’s latest campaign

Heinz’s classic flavour is as popular as ever

Heinz’s classic flavour is as popular as ever

Never mind party season, it’s Soup Season this autumn for Heinz, as the iconic brand introduces a new cross category campaign that aims to give the whole country a warm glow both inside and out. ‘Heartwarming Heroes’, beginning this month, will feature Heinz products including Beanz, Soup and Pasta, wrapped in charming woolly hats and adorable scarves in outdoor and in-store visuals. Combine these visuals with a nationwide TV and radio campaign and Soup Season is definitely upon us.

There’s nothing like Heinz Beanz on toastKraft Heinz’s marketing manager Emily O’Kane says she believes viewers and consumers will have a response to the campaign that will make them more than just products available in-store. “It will remind consumers that Heinz products are tasty, feel-good foods that will warm them up both physically and emotionally,” she says. “We’re investing heavily in the campaign, which will reach over 90% of consumers shopping across Heinz categories.”

Spaghetti hoops, along with Heinz’s other favourites, are relaunching this ‘Soup Season’According to Heinz, the Heartwarming Heroes campaign will also be supported by social media, sampling PR and shopper marketing.

“October is a key time for our consumers,” O’Kane continues. “Summer is over, the nights are drawing in and the Christmas in-store push is fast approaching. By announcing Soup Season through a cross-category campaign like this, we’re providing even more reasons for shoppers to buy Heinz.”

Historic Avonmore soups celebrate newest range

Avonmore’s slow-cooked chicken soup is one of three exciting new flavours

Avonmore’s slow-cooked chicken soup is one of three exciting new flavours

Here’s an interesting fact: Avonmore is responsible for the very first fresh soup on the market in Ireland, which it introduced in 1991. Now, almost 25 years later, the company is renowned for its range of tasty fresh soups, which it makes with pride in Kilkenny. In order to build on this success, Avonmore is getting set to launch an all-new soup range.

The new range, which will also come from Kilkenny, will be comprised of three flavours, all made from unique recipes based on traditional favourites given a premium twist. The new flavours are:

  • Avonmore Slow Cooked Chicken and Vegetable Soup
  • Avonmore Select Vegetable with Italian Flat Leaf Parsley Soup
  • Avonmore Vine Tomato and Aged Italian Parmesan Soup

Avonmore’s motto is “the taste of homemade”, and it’s that which inspires the three new flavours. The soups are made using the finest ingredients to give a delicious and satisfying, flavoursome soup full of nourishing goodness.

Eithne O’Hara, Avonmore’s head of marketing, says that there is currently a huge demand for more choice and more formats in the soup area. “The market in soup is growing,” she says, “and this new range allows consumers to enjoy traditional and much-loved flavours to give and unique and delicious twist to a classic recipe.”

The new Avonmore range comes in microwavable 400g pots, making them ready to enjoy at home or in work, and will complement the company’s existing carton range. 400g, 700g and 1kg formats are also available, and with the total Avonmore soup recipes increasing to 17, there is a variety for everyone in need of some flavoursome, nourishing goodness.

New beginning for an Irish legend

Knorr prides itself on being Ireland’s favourite soup brand, the number one choice for enjoying great tasting soup at home or on the go. With 142 years of soup manufacturing heritage, Knorr’s philosophy is simply one of high quality. As the company puts it, “our chefs never tire of their quest for great flavour.”

With a vast portfolio of best-selling soups across traditional packet soups, convenient instant QuickSoups and luxurious pouches, it’s no wonder that Knorr remains the most popular soup choice today.

This winter marks the launch of Knorr’s brand new Rich & Hearty range, a delicious collection of chunky, filling wet pouch soups that make a satisfying meal at home or on the go. The single-serve soups use innovative packaging with a transparent window that allows consumers to see the soup before they try it. The first bite is with the eye, after all. This new idea drives confidence and takes the risk out of the purchase.

As well as being great-tasting, the Rich & Hearty range is good for the environment. Their ecologically sound packaging reduces carbon emissions (in comparison to canned soup) by 37%, while the soup itself features sustainably sourced vegetables. Both of these traits are in line with Knorr’s sustainability partnership.

Rich & Hearty comes in eight classic flavours and is supported with an exciting new television and radio campaign as well as wide-reaching sampling activities. The range is a welcome addition to the Knorr Soups family, and are sure to become a favourite among consumers and retailers alike.

Squashing fun into the winter season

The winning Grow at Work team donated €3,000 to the Cork Association for Autism

The winning Grow at Work team donated €3,000 to the Cork Association for Autism

Cully & Sully has that autumnal glow right now. To ease into the colder days and long nights, the popular soup manufacturer is set to introduce its latest addition, Squashed Veggie Soup. This ‘Special Guest’ soup features butternut squash, carrots and sweet potato with a hint of chilli and cumin, all squashed together into a delicious and filling soup. The company quips that “squashing” the soup is the only way the flavours would fit into the tub!

Earlier this year, Cully & Sully joined forces with Grow It Yourself to promote a fun campaign dubbed Grow at Work. Teams were challenged to grow their own food at work, and the winners would win €3,000 to donate to a charity or community group of their choice, as well as a prize of €2,000 of lessons at Ballymaloe Cookery School for themselves.

Squashed vegetable soup, the latest in the popular soup range

Squashed vegetable soup, the latest in the popular soup range

The winning team, from Optimal Chiropractic in Cork, made their €3,000 donation to the Cork Association for Autism. Cully & Sully co-founder Cullen Allen says the reaction to the Grow at Work campaign was even better than he expected. “The teams taking part did their best to make us smile with their entertaining posts on our Grow Wall,” Allen said, “and we even had teams building Princess & Pea scenes and growing peas in their toilets!

“The campaign inspired us all to get a little more creative with growing,” Allen added, “and we are already looking forward to our 2016 campaign. We believe we have already sowed the seeds of how easy it is to grow at work.”

To learn more about Cully & Sully’s Grow@Work campaign, visit




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