A TWIST ON COMFORT
WITH DEMAND FOR HEALTHY AND
CONVENIENT SOUPS HEATING UP,
The Kraft Heinz Co. and Oprah Winfrey
have collaborated to launch O, That’s
Good!, a line of four soups and four sides,
delivering a nutritious twist on comfort
food. The new lineup is the first offering
from Mealtime Stories, the joint venture
between Kraft Heinz and Winfrey.
The new refrigerated product line is
made with real ingredients and no artificial
flavors or dyes, and features healthy alter-
natives to otherwise unhealthy comfort
food. For instance, the brand’s recipe for its
Broccoli Cheddar Soup substitutes a por-
tion of the cheese with butternut squash,
increasing the number of vegetables while
maintaining a savory, comfort-food flavor.
“Refrigerated products are on the
rise and we saw an opportunity to drive
excitement in this section of the store with
convenient soups and sides made with real
ingredients and easy preparation,” notes
Nina Barton, SVP of marketing, innovation
and research and development for the U.S.
business at the Chicago- and Pittsburgh-
based Kraft Heinz.
O, That’s Good! Soups and Sides are available in grocery stores nationwide beginning in October for a suggested retail price
of $4.99 and $4.49, respectively. Mealtime
Stories will donate 10 percent of its
profits to Rise Against Hunger and Feeding
America, and the Kraft Heinz Foundation
will make annual donations to these charities on behalf of Mealtime Stories until the
joint venture becomes profitable.
Millennials who call for them, but across all segments of consumers,”
affirms Bob Sewall, EVP of sales and marketing at Fall River, Mass.-
based Blount Fine Foods. “Our Asian-inspired soups are a great exam-
ple of how we are capitalizing on investments we made over the last few
years in sourcing, handling and production to grow our organic, clean-
label and world-inspired offering, and the return has been excellent.”
Similarly, Züpa Noma’s line of chilled Superfood Soups are made
with whole, organic vegetables and healthy fats in a variety of flavors
– offering a fresh alternative to shelf-stable canned soups that are filled
with heavier ingredients like broths, beans and meat.
“We’ve seen a huge shift towards consumers looking for low sugar
options, as well as high fiber, in all aspects of their diets,” says Jen
Berliner, VP of marketing at Züpa Noma, based in Sonoma, Calif.
“Consumers not only want wholesome, simple ingredients, but they
want to know they’re going to feel great – meaning satisfied and energized, with stable blood sugar – after drinking it.”
THE CONVENIENCE COMPONENT
Züpa Noma’s Superfood Soups are available in eight varieties, including two new limited-edition seasonal flavors: Pumpkin Cinnamon
Sage and Cauliflower Cashew. But perhaps the product’s biggest draw
is its 12-ounce portable bottled format, allowing shoppers to enjoy the
product wherever they want, whenever they want. “Consumers are also
looking for on-the-go options, as our lives become increasingly busy
and we eat fewer meals at the table,” adds Berliner.
Convenience is one of the biggest drivers of growth throughout the
grocery store perimeter, and the fresh soup category is no exception.
From ready-to-heat to ready-to-eat, retailers must offer nutritious,
fresh soups that shoppers can enjoy either immediately or back at home.
DRIVING IT HOME
Manufacturers may have plenty of healthy, flavorful and convenient
soup innovations in stock, but refrigerated soup still has a low household penetration, leaving room for retailers to draw in new consumers
to the category. “One of our challenges is bringing awareness to refrigerated soups to consumers who are already shopping the perimeter of
grocery stores, but don’t know that soups can be found in the refrigerated section,” says Lange.
Grocers must become better at offering shoppers’ restaurant-quality
prepared meals that are ready to take home and serve, adds Blount’s
Sewall. “Supermarkets are showing their customers just how easy,
wholesome and delicious hot-to-go, grab-and-go and prepackaged
meals can be. As more retailers either raise their game or enter the
space outright, it becomes essential that they do it with convenience
and technology in mind.”