Dear New Covent Garden Soup Co,
Thank you for bringing some genuine new news to your category for a second time – in 1988, it was fresh soup in a tetra carton, in 2012, it’s Fresh Bowls:
OK, Innocent Veg Pots (worth it when on promotion, too expensive when not) are here-or-here-abouts, but you’ve got a clever bit of packaging tech that stands you apart.
Their veg is just sort of dumped into the pot in a chunky and gloopy mix.
Your veg is suspended, and I quote, “above a sumptuous soupy base on a tray so whilst the soup is being heated, the steam rises to cook through the vegetables until they’re ready to drop into the rich flavoursome base”
Steamed veg – all the goodness retained – is just so much more appealing than microwaved – all the goodness zapped – veg.
That’s the clever bit.
Sure it’s unlikely that Fresh Bowls are ever going to become as mainstream as your trusty tetra carton (prohibitively expensive I expect), but thanks for giving this brand loyalist an exciting new lunchtime option.
The hindsight-is-20:20 brand consultant in me would also like to thank you for re-focussing on your core business of soup. I may be wrong, but this appears to be the case – the New Covent Garden Food Logo and range seem to have disappeared.
The brands-should-leverage-their-equity-into-adjacent-categories-to-grow brand consultant in me is disappointed that you’ve had to retreat.
I thought Risotto was a great brand extension. (Not so sure about Porridge, nor – going a long way back – Fruit Smoothies)
I thought the rebrand to The New Covent Garden Food Company was simple and afforded you space to manoeuvre.
And I thought, good on you for looking beyond your existing comfort zone in the quest for growth.
A shame. But if you hadn’t looked, you would never have known. So thanks for giving it a go.
PS – And thanks for Soup of the Month – a “vote-for-blah” piece of Marketing that actually is genuinely engaging.