Focusing on the essence of what a comforting bowl of soup means to its customers, Baxters has developed and refreshed five of its fan favourites soup recipes, Cream of Tomato, Minestrone, Cream of Chicken, Carrot and Coriander and Country Garden.
The five enhanced soups come at the height of this year’s soup season, with Baxters elevating its tinned soup with recipes to bring them into a different taste league. Quality remains at the heart of each taste profile, with the addition of even more locally sourced ingredients.
The nation’s favourite soup, Cream of Tomato leads the line-up of new recipes with a sophisticated, refined creamier flavour and even richer taste due to the addition of more tomatoes and Scottish cream stirred into the classic recipe. This flavour enhancement continues throughout the range with Cream of Chicken and Minestrone also enriched to ensure additional ingredients of chicken and pasta respectively, come through within every spoonful.
The vegetarian soups of Carrot and Coriander and Country Garden complete the new range, bursting with even more ingredients from North East Scotland. Continuing to draw inspiration from its base in Fochabars North East Scotland, Baxters remains committed to using locally sourced produce, including cream, carrots and potatoes straight from the abundant larder found right on their doorstep.
To ensure the ultimate quality, Baxters soup is cooked in small batches and taste tested every 30 minutes by the production team to guarantee that the essence of homemade cooking and not formulas is guaranteed. This unique batch cooking process and production methods allows consumers to enjoy the famous bite and taste the ingredients in every mouthful. As always, each new recipe is also personally tested and approved by fourth generation family and CEO Audrey Baxter to promise consumers the best taste and excellence they have come to expect from the brand.
The refreshed recipes have been created by Baxters Development Chef Darren Sivewright and provide consumers with delicious and filling winter warmer.
“When it comes to taste and flavour, we never settle until we have the best across all our recipes, even our much-loved favourites," said Darren Sivewright, Development Chef at Baxters Food Group. "I’ve enjoyed the task of enhancing these five recipes to bring out the taste and flavours of our tinned soup even more to elevate them to another league.
“A key factor to achieving this higher quality with retained bite within every mouthful is down to our principles about how we make our soup. Similar to cooking up a pot of soup in the comfort of your own kitchen, we make ours in small batches and taste test every half an hour to ensure we are always serving up a bowl of soup, just like homemade.”
The new recipe soups are available now starting from £1.60.
OREO is launching a one-of-a-kind partnership with the hotly anticipated A MINECRAFT MOVIE, in cinemas April 4.
The cookie brand has come together with the movie, set in a world where creativity is essential to one’s survival, to encourage fans to taste, play, win – serving up OREO’s most playful snacking experience to date, with money-can’t-buy prizes on offer.
Four Special Edition cookies have been released as part of the partnership, which includes a very special feature that allows cookie faithful and moviegoers to enter a world of play.
The cookies are embossed with symbols inspired by A MINECRAFT MOVIE – the iconic Pickaxe, Crystal, Sword and Creeper – all sure to excite Minecraft fans and entice OREO lovers to experience both the cookies and the film.
In OREO’s most playful gaming mechanic on pack yet, fans bite the cookie into a square and then scan the custom embossments to access a themed AR online experience, where players hunt for hidden elements from A MINECRAFT MOVIE.
The Special Edition cookies also offer fans the chance to win exclusive OREO x A MINECRAFT MOVIE prizes.
“At OREO, our mission is to bring more playfulness into the world, and our latest partnership with A MINECRAFT MOVIE is set to be our most playful collaboration yet – by paying homage to the beloved blocks of Minecraft with our iconic round cookie,” said Perrine Pierrard-Willaey, Marketing Director Europe at OREO. “We’ve seen some amazing partnerships in the past from Xbox to Batman so we hope this partnership excites fans just as much, and we can’t wait to see them taste, play and win!”
Julie Moore, Senior Vice President of Global Brand Partnerships at Warner Bros. Pictures said: “A MINECRAFT MOVIE, just like the hugely popular game that inspired it, is all about empowerment through creativity, and no cookie has inspired more creative ways to consume it than OREO. The fact that the classic circle-shape is embracing the renowned Minecraft block makes our partnership one for the ages.”
Fans looking to participate in the fun can visit www.oreo.eu or join in on the conversation on @OREOUKI.
Weight wellness snack brand, Fibre One, has started the new year with a bang with its latest campaign and brand visual overhaul, “Your Treat Should Treat You Better”.
Fronted by the pleasure-full (but still 90 calories) indulgence of Fibre One’s Chocolate Fudge Brownies, the new campaign tells shoppers that, when temptation strikes, they can treat themselves without compromise. With bold, illustrated imagery and impactful messaging, it empowers consumers to find their main character energy, backed by the ethos: life’s too short for flavourless sacrifices and bland snacks.
With a £230k investment in shopper media, both online and in-store, ‘Your Treat Should Treat You Better’ engages consumers from the aisle. A promotional price of £1 (RRP £2.25) across January further doubles down on Fibre One’s appeal at a key time of year for weight wellness seekers.
“Permissible indulgence is a popular driver for consumers as they search for options that offer maximum taste yet minimal calories – and that’s exactly what Fibre One delivers,” said JP Del Carmen, Head of Snacks at General Mills.
“Through our new campaign, we want to show shoppers that they can feel good about meeting those cravings, with Fibre One as the go-to treat that treats youbetter.
“With bold messaging and in-store visuals coupled with a fantastically low promo price, Fibre One is sure to grab attention in the snacking aisle this January.”
Walkers is bringing back its popular lunch campaign for the fifth year running with an on-pack promotion for shoppers to get their teeth into. Running from 20 January to 30 March, the promotion will be across Walkers Core, Walkers 45 per cent Less Salt and Walkers Baked ranges, as part of its commitment to make lunchtime even more enjoyable. The chance to win one of 121 daily prizes every day* spans across 45g grab bags, 32.5g standard packs, 70g PMPs, 6 pack SMP and 20 pack D2C - so whether shoppers are stocking up in advance, or grabbing a meal deal to go, they can take advantage of this tasty opportunity.
Sandwiches remain the top pick for lunchtime, with 50 per cent of people sticking to the same sandwich every day. A synonymous pairing, this promotion offers an even stronger incentive for shoppers to choose Walkers as their lunchtime accompaniment. With a total of 8,470 prizes throughout the promotional period up for grabs, there is plenty to play for, including a chance to win free lunch every day for a year. By stocking Walkers crisps, retailers can encourage shoppers to increase basket spend and drive repeat purchases as they return to try their luck at winning.
“Lunch is a key occasion for snacks and crisps are an essential part of it,” said Stephanie Herbert, Walkers Senior Marketing Manager. “This campaign offers a compelling reason for customers to enjoy Walkers with their sandwiches, driving both excitement and engagement. The promotion will help drive footfall, boost sales and further solidify Walkers as the go-to snack at lunch.”
* To enter, shoppers can simply purchase a promotional pack of Walkers Core, Walkers 45% Less Salt or Walkers Baked and scan the QR code, then enter their name, email address and pack code for a chance to win. For full T&Cs, please visit: https://www.joy-pepsico.eu/en-gb/promotions/walkers/freelunch. The on-pack promotion will be supported with a new TV campaign from February.
Fortitude Drinks UK today (22) announces that it has been awarded the exclusive distribution rights for Pampero, the renowned Venezuelan rum brand, in the United Kingdom.
This partnership supports Fortitude Drinks' commitment to bringing world-class spirits to UK consumers and trade partners.
Pampero, a name synonymous with craftsmanship and premium rum, is a celebrated brand with deep roots in Venezuela's rich rum-making heritage.
It is one of the leading Rums in Europe, known for its smooth profile and exceptional quality, Pampero offers a versatile range of expressions that have earned a loyal following worldwide.
With this new partnership, UK consumers can look forward to wider access to Pampero's award-winning portfolio, including Pampero Blanco, Pampero Especial, Pamero Seleccio and the iconic Pampero Aniversario.
The addition of Pampero further bolsters Fortitude Drinks' growing portfolio of premium spirits.
With its established distribution network and expertise in introducing high-quality brands to the UK market, Fortitude Drinks is uniquely positioned to elevate Pampero’s presence across on-trade and off-trade channels.
“We are delighted to collaborate with Gruppo Montenegro and welcome Pampero into the Fortitude Drinks family,” said Nick England Managing Director of Fortitude Drinks UK.
"Pampero’s legacy of quality and authenticity perfectly aligns with our mission to provide UK consumers and partners with exceptional spirits from around the world.
"We are confident that this partnership will deliver strong results and help grow Pampero’s reputation in the highly competitive UK market.”
This move is expected to strengthen Pampero’s footprint in the UK market, following its recent acquisition by Gruppo Montenegro, while offering consumers an authentic taste of Venezuela’s rum-making tradition.
Marco Seminaroti, Europe Director of Gruppo Montenegro comments, “We are delighted to partner with Fortitude Drinks in the UK.
"The Pampero acquisition strengthens Gruppo Montenegro’s international growth ambitions with a brand of strong quality and heritage, the first Venezuelan rum aged for more than two years.
"We are committed to long term sustainable growth and look forward to unleashing Pampero’s full potential in the UK.”
Natural cheese slice brand Leerdammer will launch its new “Incognito” TV advertising campaign on 20 January – aiming to drive memorability with consumers by tapping into the brand’s “Deliciously Different” positioning and comedic tone of voice.
Based on the insight that Leerdammer’s mild and nutty flavour profile is truly irresistible, keeping consumers coming back time and time again, the ad sees a shopper returning to a supermarket sampling counter ‘incognito’ in various disguises, to enjoy multiple tastes of the cheese.
Expected to reach over 7.6m ABC1 25-45 consumers, the campaign will promote Leerdammer’s flagship slices range – Leerdammer Original Slices and Leerdammer Light Slices – across BVOD and YouTube advertising. With a total investment of more than £800k, the first phase of advertising will run from 20 January to 9 February, to be followed with activity in May and September – supported with proximity six-sheets, as well as online and in-store activations.
The new ad scored highly in testing, with a 98 per cent Awareness Index and an outstanding ability to generate sales in the short-term (95 per cent). As well as excellent cut-through potential and strong persuasion, with an excellent ability to build the brand positioning.
“We know that Leerdammer’s mild and nutty flavour profile keeps consumers coming back for more and this new advert brings this to life brilliantly, while playing to the brand’s unique, fun tone of voice,” said Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland.
“We expect the ad to drive brand memorability and strengthen engagement with shoppers – new and existing, in turn increasing purchase intent and basket size. And overall, we hope it encourages shoppers to return ‘time and time again’ for a taste of Leerdammer!”