UK food manufacturer Balance Foods has launched a line of four soups in collaboration with celebrity chef Antony Worrall Thompson.
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The line of premium organic soups includes four varieties: free range chicken soup, free range chicken and vegetable soup, tomato soup and vegetable soup.
Worrall Thompson developed the soup recipes in conjunction with Balance Foods and his name will be used in marketing and promotion, the company revealed.
Another point of difference offered by the line is that all chicken used in production is free range, something not offered by any UK competitor, Balance commercial director Mike Slegg told just-food today (3 December).
“Principally, the two unique products are the free range chicken soup and the free range chicken and vegetable soup,” he said.
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By GlobalDataThe product launch will be accompanied by “quite a substantial PR campaign”, Slegg revealed.
The company has already gained listings for the line at Marks and Spencer and Waitrose and expects to pick up listings at all the major UK multiples.
The range is part of an “extensive line” of Antony Worrall Thompson products, with more launches due next year, Slegg suggested.
“We are looking at opportunities to add value in conventional categories by taking them upmarket and offering something totally different,” he added.
