NEW COVENT GARDEN LAUNCHES INDIAN SUMMER SOUP. August 22nd, 2011 Fresh food brand New Covent Garden is introducing an exotic taste to its range with its latest soup of the month. Indian Summer, which will be on sale throughout September, is inspired by Indian spices and earthy flavours. The soup comprises a mixture of spiced vegetables and lentil dhal. Nigel Parrott, New Covent Garden’s Group Marketing Director said: “Our latest soup encourages diners to hope for a warm autumn. Its subtle heat and warming spices gives consumers a taste of the exotic, which will have great appeal after the wet summer. “The deep purple and gold packaging creates a luxurious, eye catching effect which will stand out on shelf and attract consumers to the fixture.” The soup comprises spiced vegetables and lentil dhal The Indian Summer pack also features a reference to New Covent Garden’s new social media campaign, developed with leading social media agency Fresh Networks.
For more information click here to visit the website, NEW COVENT GARDEN UNDERGOES BRAND OVERHAUL. August 24th, 2011 New Covent Garden, the UK’s fresh soup brand, is undergoing its biggest ever brand overhaul. The £5 million move features new and improved recipes, new pack designs, clear segmentation of the 32-strong range and new, national TV advertising. Also, in an innovative promotion, the company is handing responsibility for creating its soups of the month to its consumers – through the world’s first soup community website. Marketing Director, Nigel Parrott said: “We are revitalizing every major element of the marketing mix and the improvements we’ve made, particularly in relation to product quality, will enable us to position New Covent Garden soups as the best in the market.
“Currently, two thirds of the UK’s 18 million soup buying households don’t buy chilled. New Covent Garden continues to make soup in its cartons and has overhauled the design in a bid to make it more contemporary. In addition, eight new recipes are being unveiled. Nigel Parrott. continued: NEW COVENT GARDEN CONSUMERS DECIDE ON NEW WINTER FLAVOURS. July 25th, 2011 New Covent Garden, the UK based fresh soup brand, is breaking new ground in FMCG marketing by enabling consumers to decide the future development of one of its best-selling lines, the Soup of the Month range. In doing so, the fresh soup specialist aims to create the world’s largest online community of soup fans, working with leading social media agency Fresh Networks.
Each month, members of the online community will be invited to submit new recipe ideas based on a pre-selected theme which reflects the time of the year. Recipes will be voted for online. New Covent Garden will then produce each month’s preferred recipe, which will be sold in specially-designed soup of the month cartons featuring a picture of the winner.
Each month, members of the online community will be invited to submit new recipe ideas Nigel Parrott, New Covent Garden Food Co. All things soup’ and a major online resource for food fans. for more information click here to visit the website. NEW COVENT GARDEN UNVEILS NEW ENGLISH GARDEN PARTY SOUP. July 21st, 2011 Soup brand New Covent Garden is celebrating all that is quintessentially English with its latest Soup of the Month. English Summer Garden, a blend of lettuce, cucumber, peas and mint with a swirl of crème fraîche, can be eaten either hot or cold. Presented in a pack decorated with pink roses and bunting, it aims to persuade consumers that soup can be enjoyed in the summer. Nigel Parrott, New Covent Garden’s Group Marketing Director, said: “Our latest limited edition soup encourages consumers to dine in true English garden party style.”
“Its pretty, vintage-style pack creates real standout on shelf and will generate incremental sales.” The pack includes references to garden parties and invites consumers to dine outside with” fine china soup bowls” and “a sprinkling of outdoor dining decadence.” He added: “Increasing numbers of consumers are seeking the Al Fresco dining experience. The pack includes references to garden parties and invites consumers to dine outside. NEW COVENT GARDEN INTRODUCES NEW LIMITED EDITION ITALIAN FLAVOUR. March 24th, 2011 New Covent Garden is introducing a dash of Italian seasonality to its range with its latest soup of the month, Ciao Bella, which will be on sale throughout April.
Ciao Bella, which translates as ‘Hello Beautiful’, comprises chicken, ditalini pasta and green pesto. It also features an on pack promotion for a mini-break to this year’s RHS Hampton Court Palace Flower Show in July. New Covent Garden’s soups of the month are now established as one of the best-selling soups in the UK’s £159 million fresh soup category, accounting for three per cent of the UK’s total fresh soup sales. This ranks it as the sixth fastest-selling line in the entire market.
New Covent Garden Co. “There is now a sense of anticipation among our loyalists as to what the next soup of the month will be and the soups have been instrumental in attracting new consumers to the category. “They also allow us plenty of creative freedom with vibrant pack designs which help to generate standout on shelf.” NEW COVENT GARDEN UNVEILS NEW GOA FESTIVAL SOUP. February 23rd, 2011 Soup brand New Covent Garden is this month launching a new soup variant in celebration of a vibrant festival in Goa.
The company’s latest Soup of the Month, Goa Carnival, is a blend of Goan spiced spinach, cauliflower and coconut. It is inspired by its namesake event, a festival held between 5 – 8 March which features parades of fire-eaters, acrobats and musicians. Nick Munby, New Covent Garden Food Co. “New Covent Garden’s discerning consumers expect innovative new ideas and flavours on a regular basis. “Our Soups of the Month have become renowned for being imaginative – and we feel that Goa Carnival certainly fits the bill. “We wanted to celebrate the joyful spirit of the carnival with a spicy, flavoursome variant guaranteed to brighten the dullest of days for our consumers.
“Goa Carnival is a lively soup packed with ginger, cumin, paprika and chilli flakes, balanced by the sweetness of coconut.” For more information click here to visit the website. NEW COVENT GARDEN RELEASES NEW HEART WARMING SOUP. January 20th, 2011 Fresh food company New Covent Garden Food Co is helping to fund new research into heart disease with its latest limited edition soup. To coincide with National Heart Month in February, New Covent Garden has teamed up with the British Heart Foundation (BHF) and is producing a special Soup of the Month aptly named Heart Warming Soup.
New Covent Garden has pledged a donation of £10,000 from sales of the soup to the BHF’s Mending Broken Hearts appeal, one of the charity’s most important fundraising efforts to date. The appeal aims to raise £50 million to fund research which could ‘mend the broken hearts of millions’ within just 10 years. Heart Warming Soup is a blend of plum tomatoes, red peppers, courgettes, celery and lentils, and offers consumers a way towards achieving their five-a-day.
Its healthy recipe scores green lights for fat, saturated fat, sugar and salt according to the government-endorsed FSA traffic light labelling system. Nick Munby, New Covent Garden Food Co.