Baxters launches vegetarian super-licious soup pots

Following the successful launch of Baxters' Super-licious Soup Pots in February 2020, the brand has created four new vegetarian flavours in response to increased consumer demand for vegetarian and vegan-friendly, convenient products.

Continuing its commitment to championing new and innovative formats and flavours, the new vegetarian Soup Pots have sought to combine timeless favourites with new flavours including Thai Vegetable Broth, Carrot and Coriander, Sweet Potato and Miso and Peri Peri Lentil. They will initially be available in Spar stores across the UK and via Petty Wood.

The new Super-licious Soup Pots have been created by Baxters Development Chef Darren Sivewright. Providing a nutritional, convenient lunchtime option that doesn’t compromise on flavour, the new all-vegetarian and vegan range will give customers a perfectly flavoursome and filling lunchtime option – especially those working from home. With less than 200 calories per pot, the veggie Soup Pots are available in 350ml pots, can be easily microwaved, include one of your five-a-day and are 98 per cent recyclable.

"Despite the fact that there’s more people working from home than ever, Baxters has seen a 13% rise YOY in soup sales within the convenience channel." said Lorraine Rothwell, European Marketing Director at Baxters Food Group. "Consumer demand for quick and healthy working-from-home lunches has continued to increase and we want to give our customers a range of options when it comes to flavour and market trends.

“The launch of the Super-licious range in 2020 was extremely well received and we anticipate the vegetarian Soup Pots will be just as well received as the initial range in 2021 as demand for plant-based and vegetarian products continues. This new range absolutely delivers on taste and quality, but that also offers our customers an accessible and satisfying vegetarian lunch option.”