New soup range satisfies hunger for longer
Baxters Stay Full is a new range of soups that satisfy hunger for longer. The range has been crafted with Baxters culinary expertise and passion for great tasting soups. Each of the five recipes contain a selection of high protein vegetables, meats and pulses along with balanced carbohydrates.
Baxters Stay Full is a delicious new range of super healthy, functional soups
to satisfy hunger for longer, reducing the need to snack between meals.
- Independent scientific research demonstrates that respondents felt fuller for
longer after testing the Stay Full range.
- Each soup contains at least 2 portions of the daily recommended 5 a day, with 4
recipes containing 3 of the recommended 5 a day.
- The range has no artificial flavours, colours or preservatives.
The Baxters brand is already firmly placed in the category for delivering the
healthiest soups but the company wanted to go one step further.
The Stay Full range comprises of Broccoli, salmon &
watercress; Chorizo, tomato & mixed bean; Beetroot,
tomato & buckwheat; Spicy butternut squash & edamame
bean; and Minestrone with basil & parmesan. Each of
the 5 recipes deliver a minimum of 2 of your 5 a day, is
low in fat and has less than 300 calories. In addition the
entire Stay Full range has no artificial colours, flavours or
preservatives.'
Independent scientific research demonstrated that
respondents who tested the range felt significantly fuller up
to three hours after eating Stay Full soups, compared to a
standard soup.
Elaine Tewnion, Baxters Marketing Manager said:
“The Stay Full range delivers on uncompromising taste and
quality and provides the unique flavour combinations that
you would expect from Baxters, but the high protein content
and balanced carbohydrates make the soups a great value
and convenient way to enjoy a healthy balanced diet. This is
a perfect choice for health conscious consumers who want
to eat less and feel fuller for longer without compromising
on taste.”
The range has been designed to differentiate the soups
from other brands and ranges. Trade feedback has been positive and Baxters are
confident that the unique properties of Stay Full will drive incremental
category
sales. It has already secured listings with Morrisons, Waitrose and Tesco.
Next steps
Baxters plan to launch a Stay Full challenge PR campaign in January 2012 and the
range will also benefit from a new Baxters brand TV campaign later in the year.
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