Souper stuff!
The ultimate in nutritious, comfort food; since 2012 the soups category has been driven by both new shoppers entering the category, alongside shoppers buying soups on a more frequent basis, writes Gillian Hamill
Print13 October 2014
AT A GLANCE: SOUPS
- Both the Republic of Ireland and Northern Ireland soup markets are forecast growth until 2018 (Source: Mintel)
- The purchase of fresh soup is highly impulse driven (52%) (Source: Nielsen Shopper Study)
- Heinz Cup Soup contains no MSG (monosodium glutamate), is low in fat and offers less than 100 calories per serving
- Cully & Sully is Ireland’s number one chilled soup
- Knorr is Ireland’s number one soup brand and is the market leader across packet, pouch and instant formats
- Knorr Oxtail soup is the top selling soup in Ireland
The Republic of Ireland soup market experienced a decline in sales since 2008, with 2012 marking the first year of recovery, according to Sophie Dorbie, research analyst with Mintel. “The Northern Ireland market proved to be less volatile with year-on-year sales mainly increasing. Both markets are forecast growth until 2018; however, innovations in health, flavour and convenience are needed to drive the category forward,” she said.
Linda Cullen, Food and Beverages Division, Bord Bia, has previously reported that the fresh soup sub-category has been responsible for driving growth. “According to Kantar Worldpanel, soup represents 0.7% of total grocery sales in ROI with little change reported in the value of the segment over the year [August 2011 – August 2012],” Cullen reported.
However the three main sub-categories within soup – fresh, packet and ambient, have not all performed equally. According to Cullen: “Sales of ambient and packet soup have decreased in the past year by 8% and 7.3% respectively but the fresh soup sub-category is in growth and increased in value by almost 23% during the year August 2011 to August 2012.
“Sales of fresh soup are worth €19m. The recent growth has been driven by new shoppers entering the category (21,000 new customers over the year) coupled with shoppers buying on a more frequent basis. Kantar estimates that the average shopper is purchasing from the category 15 times a year. The purchase of fresh soup is highly impulse driven (52%) according to a Nielsen Shopper Study. Promotional activity, packaging and innovation are strong in the fresh soup category with the launch of a variety of ’family size’ pack formats and new varieties.”
All the flavour with only 100 calories
The Heinz Cup Soup range comes in three classic Heinz flavours: Cream of Tomato, Cream of Chicken and Vegetable
Heinz is proud to announce the launch of its tasty new Heinz Cup Soup range, which allows soup lovers to enjoy the cherished flavours of the Heinz Classics canned soup range wherever they are without the need for saucepans or microwaves.
Unlike many alternative cup soups,Heinz Cup Soup contains no MSG (monosodium glutamate), is low in fat and offers less than 100 calories per serving – but offers the taste experience of Heinz Classics Soups. The range contains no artificial colours or preservatives and is low in sugar, making the soups a welcome addition to the family kitchen.
The Heinz Cup Soup range offers less than 100 calories per serving and comes in handy-to-use sachets
Quick and handy, the new range consists of three well-loved, classic Heinz flavours: Cream of Tomato, Cream of Chicken and Vegetable. Each variety comes in handy-to-use sachets which are ideal for popping in a handbag for a low calorie lunch at work – or even a quick snack at home. Crafted to provide a rich, thick consistency full of flavour, Heinz CupSoup makes it easy for consumers to enjoy their favourite Heinzfavourites any place, any time.
The new Heinz Cup Soup is available in stores nationwide from this month. The Heinz Cup Soup packs draw on the familiar design of Heinz Classics canned varieties and are easy to find on shelf. The Cup Soup range will be supported by OOH, PR and in-store activation including sampling and coupons.
Deliciously low in calories, Heinz Cup Soup is perfect for when consumers want their favourite soup, in an instant.
Getting taller…
Cully & Sully is launching new ‘Tall’ packs which will be ideal for after school snacks and warming winter occasions
Cully & Sully is delighted to be Ireland’s number one chilled soup and in celebration of this the company is launching its new ‘Tall’ packs which will be ideal for after school snacks and warming winter occasions. The range is available from October 2014.
All of Cully & Sully soups are gluten free, including the new Tall packs and they promise only to use ingredients that you have heard of in all of their products; no nasty starches or ‘fake’ sugars, just fresh vegetables, ethically sourced meat, fish and chicken, Irish butter and cream and of course a little pinch of salt, pepper or sugar to taste.
Don’t forget about the brand’s tasty range of pies and hot pots, perfect for those evenings that life is just too busy to get cooking. However for those evenings when consumers do feel like channelling their inner Darina or Rachel, they can check out the company’s website for great recipes and ideas at www.cullyandsully.com.
Great promotions and on-pack competitions will be available throughout winter 2014/15.
Great tasting family favourites
Knorr is the market leader across packet, pouch and instant soup formats
Knorr is Ireland’s number one soup brand and is the market leader across packet, pouch and instant formats, perfect for any occasion whether it be a quick snack, a warming and healthy lunch or a great value evening meal.
Knorr celebrated its 175th birthday in 2013 and is still the most popular soup choice today. With such a strong heritage it is unsurprising that Knorr excels in traditional flavours such as oxtail, chicken and vegetable which to this day remain high on the list of family favourites. In fact Knorr Oxtail soup is the top selling soup in Ireland. During winter 2014/15 we will see this time-honoured brand on our television screens again; this time focusing on the sustainably sourced ingredients that go into all Knorr’s great-tasting soups.
This range of traditional soups has also been given a modern twist – The Knorr Gourmet collection has brought bolder flavours created by the Knorr chefs to consumers across Ireland and are quickly becoming new household favourites. The range is available across packet, pouch and instant soups and combines traditional ingredients with more adventurous flavours all brought together by nearly two centuries of expertise.
Fans 0
Followers