September 28, 2021

Baxters grows successful plant-based range with the launch of three new flavours

Following the launch of Baxters’ first ever plant-based soup range in 2020, the brand has added three new vegan-friendly flavours to its range: Spiced Red Lentil, Sundried Tomato & Thyme and Thai Yellow Vegetable Curry.

The three new variants follow the success of last year’s plant-based launch, which has seen the leading soup brand sell over 1.1m tins of the range, generating over £1.6m in sales value to date (Nielsen, w/e 16.8.21). Each bowl provides one of your five a day and the new flavours are now available in ASDA and Sainsbury’s stores across the country from £1.55.

Reacting to consumer demand for a vegan friendly tomato-based soup, the Baxters Sundried Tomato & Thyme is full of fresh flavours and high-quality ingredients. Blended with a subtle yet spirited heat, the combination of lentils with warming spices and tangy tomatoes in the Spiced Red Lentil soup provides a spoonful of taste sensations with each and every bite. The Thai Yellow Vegetable Curry soup has been inspired by traditional Thai ingredients including yellow curry vegetables, lentils, and lemongrass, providing a bowl of soup that’s peppered with spices and aromas.

As with all Baxters products, each recipe is personally tested and approved by fourth generation family and CEO Audrey Baxter, to ensure consumers are guaranteed the innovative taste and quality they have come to expect from the brand.

The flavours join Baxters’ bestselling line-up of plant powered soups including: Jackfruit, Three Bean & Chipotle; Sri Lankan Sweet Potato and Butternut Squash & Lentil Dhansak.

Darren Sivewright, Development Chef at Baxters Food Group, said: “Following the success of our first ever plant-based range last year – I’ve loved creating these three new flavours. All three soups are packed with punchy flavours, colours and goodness.

“As with the first range, the new plant-based recipes were initially created with flavour front of mind and my inspiration for the new plant based soups was derived from flavour combinations I’ve tried and experienced in different countries across the world. Using fresh and wholesome ingredients like Thai vegetable and red lentils allows the soups to be both nutritious but also filling – the perfect healthy option whether you’re at home or on the go.”

Speaking about Baxters’ ongoing commitment to create more delicious plant-based products for its consumers evolving lifestyles, Sarah Knowles, Marketing Communications Manager at Baxters Food Group, said: “Innovation has always been an integral part of Baxters history. From being the first to develop a vegetarian specific tinned soup range in the 1980s and the first to bring tinned plant-based soup to the market in 2020, innovation is at Baxter’s core which allows us to continue to be ranked among the best in the category.

“Our plant-based range has been one of our most successful launches to date and we are delighted to add three new flavours which have been developed specially in response to consumer feedback.

“Around 40% of Baxters plant-based consumers are under 45 years old, highlighting that the range has a strong appeal with a less traditional ambient soup category shopper – bringing incremental revenue and younger shoppers into the category in line with our Soup Category Vision.

“Baxters’ Development Chef, Darren Sivewright, has created an incredible flavour profile with an array of spices, nutrients, plus a satisfying texture that will not disappoint. The development of the new plant-based soups was the direct result of consumer feedback and market demand for more plant-based, vegan products and we’re so excited to see what our customers think of the new range.”