Soup brand Tideford Organics has undergone a rebrand focusing on organic and plant-only food, which takes inspiration from countries around the world.
To tie in with the new brand positioning, Tideford Organics is introducing two new world flavour-inspired soups: Thai Green Veg Soup and Caribbean Sweet Potato Soup, which will launch into Sainsbury’s and Tesco this month. The new SKUs join the existing world flavour soups Indian Lentil & Spinach Dhal and Malaysian Coconut & Noodle, all 560g, £3.25.
All of Tideford’s veg-packed chilled soups contain up to three of the recommended five-a-day.
The new product packaging incorporates clear five-a-day and world flavour messaging for consumers, as well as emphasising they are organic, plant-only and gluten-free.
Christine Forrest, Marketing Manager at Tideford Organics, commented: “We conducted some consumer research which found that for the majority of people, it’s not always easy to achieve five-a-day because preparing quick, flavourful, plant-rich meals takes time and know how.
“The repositioning of the Tideford brand to focus purely on organic, plant-only food from around the world reflects consumers’ desire for more flavour diversity when trying to achieve their five-a-day. We’ve done all the thinking for them, helping them feel less overwhelmed and delivering a more enjoyable eating experience. As well as offering a wealth of flavour inspired by the cuisine of countries like Thailand and the Caribbean, our soups offer a wide variety of different plants including nuts, seeds, spices, pulses, whole grains, fruits and vegetables – up to nine in one pot.
“Tideford is the only mainstream UK supermarket brand to offer this positioning, providing retailers with a unique opportunity to meet consumers’ distinct requirement for flavourful, inspiring – and easily achievable – five-a-day foods.”
