As consumers put more focus on fresh ingredients, retailers are using additional resources to tap into the growing refrigerated soup category. Garden Fresh Gourmet, a company recently acquired by Campbell Soup Company, is serving up a new line of refrigerated soups, in addition to its existing array of innovations and offerings, in response to this burgeoning segment.
Diego Norris, Vice President of Marketing at Garden Fresh Gourmet spoke to me about on the motivation behind the soup launch for a flourishing segment.
“The soup category as a whole is worth $5.9 billion and is expected to grow 44 percent by 2020, which is roughly $115 million. We are also seeing a gravitation towards eating more fresh food, particularly among millennials," he says. "Recent research has shown that twice the number of millennials, versus non-millennials, are only shopping in the perimeter of grocery stores.”
Garden Fresh Gourmet’s refrigerated soup line marks the first expansion for the brand since the company’s acquisition by Campbell Soup Company and has allowed Garden Fresh Gourmet to enter a category where the brand could leverage its small-batch capabilities with Campbell Soup Company’s extensive soup expertise.
Garden Fresh Gourmet perfects its offerings through chef-inspired flavor explorations, consumer feedback, and recipe refinement through several rounds of tweaking. This process results in affordable, high-quality soups that are free from artificial flavors, sweeteners, and preservatives.
In response to the flavor inspiration behind the soups, Norris says, “Our flavor innovation is inspired by our consumers’ lifestyles and growing preference for carefully crafted, flavor-forward options. All of the Garden Fresh Gourmet soups feature everyday favorite flavors with a culinary twist to further engage consumers’ palates.”
When it comes to merchandising new products, Garden Fresh Gourmet utilizes new item tags to draw attention and tap into further sales during product launches. The company has also found success in cross-promotion of its products to enhance sales.
So, what’s next for the blossoming soup-connoisseurs? Diego tells me the company is planning to roll out redesigned packaging for all of its products beginning in early 2017. This rebrand will conclude next fall with the line of refrigerated soups.
As the brand continues to grow, keep all eyes to Deli Market News for the latest on Garden Fresh Gourmet and the refrigerated soup category.