Covent Garden takes soup of the month to heart

Tuesday, 02 February 2010

New Covent Garden Food Co is encouraging people to help combat heart disease with its latest limited edition launch.

New Covent Garden's February Soup of the Month - Heart Warming Soup - will support British Heart Foundation's fund-raising ‘National Heart Month'.

Proceeds from the sale of Heart Warming Soup will go to the British Heart Foundation, with New Covent Garden pledging a donation of £10,000.

"New Covent Garden consumers are more health conscious than most and know only too well that heart disease is the UK's biggest single killer," says New Covent Garden Group Marketing Director Nigel Parrott.

"Our Heart Warming Soup not only gives people the chance to raise funds for a very worthwhile cause, it features a rustic Ratatouille recipe, including juicy plum tomatoes, chunky red peppers, courgettes and aubergines, offering people a tasty way towards achieving their recommended 5 a day."

The healthy nature of Heart Warming Soup is highlighted by the fact that it scores green across the board for fat, saturated fat, sugar and salt, using the government endorsed FSA traffic light labelling system.

Heart Warming Soup, available in a brightly-coloured red pack featuring the British Heart Foundation logo, will be on sale throughout February with an rrp of £1.99, in outers of 6.

The £61 million New Covent Garden brand, the originator of the fresh soup category, continues to dominate and outperform the market.

Last year over one million new households bought New Covent Garden soup, resulting in household penetration rising to 17.7 per cent (Source: ACN Homescan), an all-time high.

In addition, volume growth of the New Covent Garden brand is 13.8 per cent up on last year, three times more than the total market (source: Nielsen Scantrack 52 w/e December 26 2009).

Source: New Covent Garden

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