As the temperatures outside begin to plummet, consumers reach for hot beverages and warming soups again. FMCG looked at some of the new developments and best sellers in these categories.
Kiwis love their coffee. Last year, product sold through supermarkets would make a total of 1.64 billion cups of coffee. Add to this the continued growth of cafe coffee as well as coffee consumed in the workplace and you have 1.9 billion cups of coffee drunk in New Zealand per annum.
Matthew Angus, category manager – Beverages, Nestlé New Zealand, says: “In the last year, the supermarket purchased component of this was only grown by 1.5% cups versus prior year. This is slow, and highlights the need for both manufacturers and retailers to consider demand generating activity outside of price promotions to generate value growth for the category.
“The Café Inspired segment, capitalising on the consumer’s desire for an out-of-home coffee experience in home, has been a key category growth driver recently. The segment is now worth $38.7m, and in the past two years has grown by $9.4m, representing 40% of the value growth of the entire coffee category.”
Angus adds: “With overall coffee consumption relatively flat, the segment remains critical to ensure coffee continues to grow at the double digit growth rates it is currently achieving. Firstly, over 80% of the segment’s consumption growth is generated via incremental coffee occasions; users are continuing to have their everyday coffee as well as seeking a cafe coffee experience at home. Secondly, the retail price per cup is $0.53. This is over double the price per cup of any other segments, ensuring if consumers do switch consumption to Café Inspired products, category growth remains strong. While this seems expensive, it is clear consumers see real value in the segment, especially when compared to a cafe coffee which sells for around $4.”
Angus says: “Nescafé Café Menu, with 70% value share of the Café Inspired segment has been the key driver of segment growth. In the last year the brand has grown by $4m, 80% of the total category growth of $5m. In 2012, there will be two key focuses to continue this rapid growth; bring new users into the segment and encourage greater consumption amongst existing users. Research shows 44% of coffee consumers aren’t even considering the category (Brand Health Monitor, 2011) – they simply don’t know what the products are. During this winter there will be a strong sampling programme and shopper focused in-store activation targeted at educating these non-users on the Nescafé Café Menu range.”
In February a 30-pack range of Nescafé Café Menu launched in three flavours: Cappuccino, Caramel and Vanilla.
Angus comments: “The Nescafé Café Menu 20-pack range has grown at 75% value in the last year; representing $5.1m. Despite this rapid growth there are still massive opportunities to grow. Eight percent of existing users consider Café Inspired coffee as the only coffee they drink (Shopper Research, Big Picture, 2011), yet the segment is only 4.4% to total cups consumed. The new 30-pack range, flashed with a value pack claim to highlight it on shelf, will target these heavy users, and continue to encourage greater consumption rates. At a recommended retail price of $19.99 this pack is a great way to drive up the basket size of your coffee shoppers.”
*All data used unless otherwise stated has been sourced from The Nielsen Company, Total Supermarkets, MAT to 26 Feb 2012.
“Cerebos Gregg’s continues to be the market leader in Fresh Coffee with 21.1% value share of total key accounts,” says Jodie Timmins, brand manager – Fresh Coffee.
“Two brands make up the strong portfolio: Robert Harris and Civo. Robert Harris remains the number one brand within the category, with 17.9% value share, growing at 6.8% vs ya*,” says Timmins.
She adds: “Last year was a huge year for Robert Harris with the launch of plunger bags, which saw the brand lead innovation, in a format that’s easy to use, clean and convenient. Removing significant barriers to higher use, including lack of confidence, inconsistency, mess and time, the response from consumers has been fantastic.
“With significant investment behind the launch, we had sold our three-month forecast in just the first three weeks and exceeded our year-one budgets. Through above the line, sampling campaigns and food shows we ensured awareness and trial objectives were reached, which was key in ensuring the success of the launch. On top of all this, we removed barriers to purchase with the best value-added promotion ever to hit supermarkets, offering a free custom-designed Robert Harris plunger with any purchase of one of the new 140g packs of plunger bags. That week alone, generated a massive 1994 units sold,” says Timmins.
Robert Harris has a great new look rolling out in the coming weeks. Research was conducted to ensure that the new-look product also helped consumers with their decision at shelf, making their life a whole lot easier. Strength indicator and simple descriptors can now be found front of pack, along with higher impact blend names and grind devices, making it easier to navigate through this highly cluttered area of the supermarket, says Timmins.
*Aztec MAT to 29 January 2012.
Michelle Young, category brand manager – Instant Coffee told FMCG: “Cerebos Gregg’s is also a strong player within the Instant Coffee category with a value share of 18.9%. The family of brands that Cerebos Gregg’s has within its portfolio (Gregg’s, Gregg’s Café Gold, Robert Harris Freeze Dried and Special Blend) ensures that there is something to keep everyone happy.”
Cerebos’ commitment to continuing to grow the Instant Coffee category has never been stronger. Young says Gregg’s Café Gold range of Flavoured ‘Frothy’ Coffees launched in 2009 has performed strongly with 8.7% share of the Flavoured Segment and last year Cerebos made a significant investment in equipment, so product is now proudly made in New Zealand. Cerebos Gregg’s has also invested $6m in the redevelopment of the Instant Coffee factory in Dunedin with the installation of a new coffee roaster, boiler and other equipment in progress.
Young says: “Robert Harris Freeze Dried continues to perform solidly in the Premium Segment and a pack design upgrade at the end of 2011 has made the range even easier for consumers to shop. Special Blend remains the preferred coffee for consumers in the Economy segment with 50% share of segment, worth $9.78m.”
Cerebos Gregg’s continues its commitment to supporting its brands with ongoing media and promotional support throughout the year.
*Aztec, TKA, MAT to 29 January 2012.
Healtheries Teas – Vitaco Health
Senior product manager James Ford says: “Healtheries have some of New Zealand’s favourite teas, being the number one brand in the $21m Herbal & Green tea category with 31.2% share. Healtheries is driving the growth at +14.7% vs YA, compared with the market at +8.6%*.
“Healtheries have a wide range of teas including fruit, green, herbal, functional, rooibos and chai. We continue to grow the market through innovation – bringing exciting and delicious new flavour combinations to consumers. Our Kiwi-inspired flavours are particularly popular, and sales are going well for the four new teas recently launched – Strawberry with a Lime Twist; Crisp Green Apple; Tropical with Mango, Pineapple & Passionfruit; and Green Tea with Braeburn Apple.
“We support our brand and product launches with advertising and sampling, including a nationwide hair salon campaign where customers get to try our new teas in a relaxing environment, and also get a money-off coupon to redeem in supermarkets. Over 120,000 cups of tea will be sampled in March and April, so customers will be looking for these new flavours in-store.”
Healtheries is also launching a brand new range of Chai Latte in May, with convenient individual sachets in boxes of eight. There are three indulgent flavours to choose from: Spicy, Kamahi Honey and Chocolate. “They are 99% fat-free and have 25% less sugar (than a leading regular Chai Latte product),” says Ford.
He adds: “As Chai Latte becomes more popular in cafes, consumers want to bring that cafe-style experience home and to work, so they are choosing to purchase in a convenient format from the supermarket. The powdered Chai market is currently worth $2.6m and growing fast at +79% vs YA*.
“The opportunity exists to grow the Chai market further with a truly authentic cafe-style product. We’ve developed a unique, frothy taste sensation – with exotic spices including cardamom, clove and cinnamon combined with decaffeinated black tea and a creamy milk base, to create a decadent cafe-style chai drink.”
“Coffee is currently the 13th largest category in pre-packaged grocery and continues to grow rapidly over the latest year experiencing 10.2% value growth*,” says Katie Stewart, category manager – Sara Lee NZ.
She adds: “Moccona is a significant and well-known brand within the category, known for its smooth, rich taste. As the second largest brand in Coffee, Moccona remains a key driver of category and segment performance, growing at 15.2% in value* over the year. Present in both the Premium Instant and Coffee Mixers segment, Moccona has a vast range of coffee blends to suit each consumer’s desired taste.”
The Mixers segment offers consumers that special cafe experience at home. Stewart explains: “The segment has experienced substantial growth in recent years and now contributes 20% value* to the Coffee category. Moccona recognises that a key driver of this segment growth is product innovation. Late in 2011 Moccona launched Café Classics Frappé Latte and Frappé Mocha, which differ from the traditional Coffee Mixer as they are designed to be mixed with cold water or milk, offering a refreshing iced coffee that can be enjoyed in the comfort of home.
“Our freeze dried specialty blends range consisting of Moccona Rich and Indulgence, offers consumers the finest quality freeze dried coffee, and assists in increasing the basket size by trading shoppers up to a higher value instant coffee. This range has performed particularly well in the last year growing at 29.8% in value*,” says Stewart.
A key feature of the Moccona brand is the iconic glass jar; this both identifies the Premium Instant Coffee segment at shelf and provides consumers with a reusable jar.
With this in mind Moccona has recently launched the new 200g Indulgence blend in an elegant decorative jar, which is in store now for a limited time only with three different designs for consumers to collect.
Supporting the launch of the Indulgence 200g jar is a new TVC, which features a woman who keeps her happiest memories in an empty Moccona jar.
*Aztec TKA, MAT to 05/02/2012.
Sue Millinchip, sales & marketing manager, says: “Both the Green and Herbal tea categories are achieving strong growth versus year ago and Red Seal is achieving share growth on top of that. Red Seal is the number one tea brand in Green and Herbal teas as measured by the number of cups (Aztec MAT to 26/02/12) – something we are very proud of!
"This growth has come from existing products, reflecting the strong consumer appeal these have. In fact the growth achieved by 50s packs for Green Tea, Lemon & Ginger Green, Chamomile and Peppermint has been completely incremental with the standard 25s pack also growing strongly.
"Within the Herbal Tea area we have seen very strong demand for our Sweet Dreams and Relaxing teas, indicating consumers are looking for more natural ways to manage the stress in their lives. Alpine tea has also seen a significant lift in sales – this is incremental for the total category as Alpine is the only tea to offer relief from constipation.”
She adds: “The key trends influencing the categories are the shift to a more healthy, natural and sustainable lifestyle and the aging population. Red Seal offers not only completely natural beverages but all their products have health benefits, with the bonus of features such as unbleached paper and no ‘jigglers’, reducing the environmental impact. We anticipate these trends to continue in 2012 and beyond and will be capitalising on this with a packaging relaunch of all Red Seal products over the next few months. The new designs will enhance the appeal of a proven brand that has been providing health-related products to New Zealanders since 1923.”
Bell Tea & Coffee
The Bell Tea & Coffee Company is the only NZ-owned tea and coffee manufacturer in the country. Established originally as the Bell Tea Company in Dunedin back in 1898, Bell remains committed to New Zealand and is unique amongst tea brands here in that it is actually blending and packing tea on site in Auckland and Dunedin, especially for New Zealander’s tastes, rather than importing global blends ready packed, says Jessica Ambler, tea marketing manager.
Household brands produced or represented by Bell Tea & Coffee Company include the Gravity and Jed’s Coffee Co brands, and both Twinings and Bell Tea.
Ambler says: “Key launches in 2011/12 include a new range of decaffeinated, flavoured and naturally sweetened teas for children, and additional products in the very successful Jed’s range – a strength number four - which suits the NZ taste for a stronger blend and a whole bean variant at the same strength. The hugely familiar Bell red box – Bell Original – also received a facelift, bringing the old favourite a little more up to date.”
She adds: “Jed’s is going from strength to strength. The simplicity and clarity of the proposition at shelf is winning Kiwi coffee drinkers over, and it is the fastest growing roast and ground coffee nationwide (+259% value growth MAT Nielsen Feb 26/2/12).”
Ambler adds: “Bell for Kids is proving a hit with both kids and adults alike! With flavours chosen and approved by kids, the range opens up a whole new segment in the tea category, and is introducing children to the pleasure of tea drinking in a healthy way, and hopefully making it a lifelong habit! Honey & Vanilla has proved the most successful to date but the latest launch – Toffee Apple (planned for April 2012) – has researched particularly well.”
Last year Twinings embarked on a road trip, going from Cape Reinga to Bluff, asking NZ tea drinkers to vote for their favourite new Earl Grey blend. At the same time, they were also asked to vote for their preferred charity. By the time they reached Bluff there were clear winners for both, and in June 2012 Twinings will be launching their new Orange Blossom Earl Grey with a donation from the sale of every pack going to St John. ‘New Zealand Earl Grey’ will join Twinings New Zealand Breakfast Tea as the second blend in the Twinings’ portfolio in which New Zealanders have had their say.
Ambler expands: “The tea market has picked up in New Zealand after a period of decline over the last few years. Both value and volume sales are now in growth. Green tea is enjoying particular success, growing by 13% in value in the latest quarter, and similar in volume (Nielsen Feb 26/12). However, it is black tea that makes up the lion’s share of our tea consumption in NZ, so it is good news that this too is showing positive growth. As in all food and beverage markets, consumers are showing an increased sense of adventure, and the Speciality Black Tea segment is benefiting from this trend as consumers explore new and different flavour profiles. However, the mainstream brands are also currently holding their own – there will always be a place in NZ for a good old cuppa!”
Nina Gresslehner, marketing spokesperson at Trade Aid Importers, says: “Trade Aid’s delicious organic drinking chocolate is a blend of fair trade sugar and cocoa. This creates a rich cocoa beverage that can be enjoyed as a tasty hot drink during winter and a refreshing cold drink in the hot summer months. With no milk powder, it is suitable for vegans and contains no nasty anti-caking agents. Just pure cocoa and sugar, the way hot chocolate should be!”
Not just a delight for your taste buds, Trade Aid’s drinking chocolate is also good for the planet and the growers as Trade Aid sources all its cocoa and sugar from small-scale organic fairly traded cocoa and sugar farmers in the Dominican Republic and Paraguay.
Gresslehner says Trade Aid supports cocoa and sugar cooperatives in developing countries and pays a fairer price for their products; cocoa farmers are some of the poorest people in the world. Fair trade guarantees producers the income they need to access a range of services, including education for their children and a guarantee for consumers that no forced or abusive child labour is part of their product.
Trade Aid goes a step further in setting high environmental standards with this delicious product, using a 100% recycled and recyclable cardboard outer and a plant-based cellophane inner that can biodegrade in compost.
Kokako’s ‘Purely Intense’ Drinking Chocolate – 250g Sustainable Pack is certified organic by Biogro NZ and also Fairtrade certified, says Mike Murphy, managing director. He adds: “We have done a controlled trial in selected Wellington supermarkets during 2011 with some encouraging results. New Zealand consumers really identify with the Fairtrade brand and logo and this makes it easier for them to make an ethical purchasing decision and choose a Fairtrade product.
“Rather than pitching our product at the bottom or mid-market, we have a suggested recommended retail price of $7.50 - $7.95, which puts us at the premium end of the market but still within reach of price-conscious consumers who are seeking a quality organic product. Considering most purchasers of our Drinking Chocolate make it last a few months this is a small price to pay.
“We are launching the Drinking Chocolate into the South Island with new stockists in Christchurch. We have just signed a distribution agreement with an Australian distributor and our first consignment of Kokako Drinking Chocolate is available from Melbourne and Sydney stores in mid-March 2012. Kokako Drinking Chocolate has been available in selected Auckland stores for over three years but this is planned to be rolled out to more supermarkets in time for ‘Fairtrade Fortnight’ in May.”
Murphy says: “Consumers are increasingly wanting to know what’s in their food and beverages; we really have become a nation of ‘label readers’. With only two ingredients – certified fairtrade organic cocoa and sugar, and one of the highest percentages of cocoa of comparable products on the market, Kokako Drinking Chocolate is well placed in this category with no preservatives, emulsifiers or fillers and 100% biodegradable and recyclable packaging.”
He adds: “Consumers are also looking for genuine endorsement and quantification of the claims manufacturers make. We have always been proud that our products are ‘third party verified’ by both Biogro NZ for their organic status and the Fairtrade Association to confirm the supply chain is ethical.”
“The year past has been one of consolidation and planning for Karajoz, both in the cafe and supermarket markets,” says David Shortall, Karajoz manager for supermarkets. After a successful three years in supermarkets, the company has begun to look at various other opportunities in coffee. This includes both new blends and re-packaging.
Shortall says: “The market for roast and ground remains as competitive as always and price has once again been a key factor. Karajoz operates in the premium end of supermarket coffees where brand and price together are important for the shopper. A loyal customer base has been established with consistent sales being the net result. This has been across both main retailers.”
Some interesting developments from Karajoz will await the coffee aisle in the next few weeks as new plans are rolled out. The coffee roasters are keen to develop the category and bring interest to their brand.
Shortall says: “The ‘nose knows’ is the key catch phrase for the man in the red fez!”
Oriental Merchant coffees
Chris Hutton, NZ manager, says: “From Malaysia we market the brand Old Town Coffee; these are coffee mixes with 2-in-1 (coffee & creamier) and 3-in-1 (coffee, creamier & sugar). Their coffee is known to be full-bodied and creamy and offer the classic cafe coffee on the run (just add hot water to the sachet).”
The Old Town Coffee brand is also well known for their cafes (they have 197 cafes throughout South East Asia and China) where not only you can enjoy their famous coffee but also authentic Malaysian meals.
Available in New Zealand are 15-stick bags, or the 10-stick unit carton in the key flavours:
• 3-in-1 Classic
These are all Halal certified.
Hutton adds: “The hazelnut flavour, which is proving to be one of the most popular flavours, was only launched in the last six months – as well as the unit carton of 10 sticks, which is more user friendly for the mainstream supermarkets.
“Hazelnut flavour in the 600g bag has proved popular in the stores that carry it and this has been helped by sampling. New Zealanders like their coffee, so flavour is more important that price.”
Oriental Merchant soups
From Thailand Oriental Merchant has the Valcom range, which offers two authentic Thai soups in a can with vegetables: Tom Yum and Laksa – just heat and serve.
Chris Hutton says: “From Japan we offer the famous Miso soup from Hikari, which is an instant miso soup in a sachet with wakame (seaweed) – just empty the sachet in a cup and add boiling water to create miso ‘on the run’.
“All these products offer variety and authenticity to provide depth of flavour.
Swanson Chicken Broth from Hong Kong can be used as the backbone flavour of a good Chinese chicken soup when you haven’t the time to make a full bodied chicken broth.”
Hutton says the brands are going well in the authentic Asian sections within the supermarket sector. “Valcom is now well known in NZ for its authentic Thai taste allowing consumers to re-create a Thai meal with very little fuss. Swanson is a traditional Asian retail and foodservice product – well known amongst the Cantonese community,” says Hutton.
She adds: “We are always looking out for new products that add value to the authentic Asian section. But we have to be mindful to bring out products that not only conform to NZ/AU strict import regulations, but are known to the Asian community while having a taste profile suitable for the NZ consumer.”
Hutton says: “Consumers are demanding not only tastier products, but also products they have tasted overseas and now want to recreate in their own home. They are looking for variety and good value.”
“‘Let the Flavour Seduce You’ is our tag line for our new NPD Sensations,” says Daniel Arnell, category manager – Foods NZ.
He adds: “Continental Soup is the number one brand* within Instant Soup contributing annual sales of over $10 million. This season, the Continental team is very excited about the prospect of further growth in the category driven through strong innovation launches, and compelling consumer activations in stores.”
In March this year, Continental has launched two new extensions to its current range of 2- and 4-serve instant soups. “Through offering new benefits to the consumer, Continental is looking at building relevance back in to the Instant Soup category, primarily looking to drive increased consumption, but also enticing lapsed soup consumers back in to the category,” explains Arnell.
New Cup a Soup Sensations are a range of gourmet, restaurant-inspired soups packaged in a single serve sachet. They come in five new exciting flavours: Vine Ripened Tomato with Mascarpone & Basil, Roast Chicken with Sour Cream and Spring Onion, Creamy Mushroom with Bacon & Mascarpone, Thai Chicken with Coconut & Lemongrass and Pumpkin with Sour Cream & Chives.
Arnell says: “Unilever will be supporting the new Continental range with a new TV commercial, which we hope will bring revived interest to the category – we love our new TVC, which releases in April and will feature a charming and irresistible character who wants to seduce you with his flavour.”
He adds: “Another key element to our $1.5m ATL & BTL campaign support over the winter season will be a strong sampling campaign, with both dry and wet sampling planned. Getting consumers to try our new products is key; we are confident that once they try the new flavours they won’t be turning back!”
Continental is also launching a new format within its range. ‘Cup a Soup Go!’ features three of its most popular flavours: Asian Laksa, Hearty Italian Minestrone and Creamy Chicken & Corn in a new portable format with a spoon and lid designed for on-the-go occasions. Now Continental consumers have the added convenience of being able to consume their favourite flavours on-the-go.
*Aztec Value Share of Instant Soup MAT to 19/02/12.
Liz O’Meara, marketing coordinator, says: “Naked Organics has flourished as a uniquely New Zealand brand growing 56.1% in the last 12 months thanks to the success of the Naked Locals soup range, which is the fastest growing fresh soup range in New Zealand (Nielsen MAT to 29.01.12).”
She explains: “People today are more aware of where their food comes from and its environmental footprint. In this spirit, Naked Locals offer fresh soups from our best sources of good veges. Now Kiwis get fresh, home-grown produce that's good for you and for local business too.”
She says: “With seven local variants in the market and launching three more this season, the sub-brand has grown incrementally from first launching in 2010 to a 15.5% share of the category in 2012. As a result the category has also been revitalised with 32.2% value growth in the latest 12 months (Nielsen MAT to 29.01.12).”
She says: “Our new local soups coming out this season are again made with produce from New Zealand farms in regions well-known for these key ingredients. Introducing... Gisborne Tomato with basil pesto and fresh cream, Ashburton Baby Pea & Rocket with mint and crème fraiche, and finally Franklin County Onion with rosemary and fresh cream. These great new flavours are not only going to excite your taste buds but will also grow your category this winter.”
Wattie’s Ambient Soup
Kerry Tomane, marketing manager – Wattie’s Soup says: “Wattie’s Soup is worth $20m annually and is market leader in the Wet Ambient soup sector with 77% share, growing +1.6% in value versus last year1. The challenge is to return the category to volume growth and get soup top of mind with consumers again. Our objective this winter is to continue to drive more shopping trips. If consumers simply purchase Wet Ambient soup once more during the season then that equals $4.3m additional sales for the category2.”
Tomane explains: “Range refreshment continues to play an important role in a category where consumers shop by flavour and variety. Wattie’s has proven success with mainstream recipes offering broader consumer appeal. Last season Wattie’s 535g NPD was 30% incremental3 and is now ranked amongst the top 18 ambient ready-to-serve soups. Wattie’s Very Special Creamy Chicken 535g soup remains the star performer, launched the season prior and currently ranked 5th in the segment!1
“This season will see continued focus on the sector’s largest sub-brand Wattie’s Very Special soup1, with five new recipes launched this month (Creamy Chicken 295g, Creamy Mushroom 520g, Potato & Leek 535g, Spicy Tomato & Meatballs 535g and Sweetcorn & Chicken 430g microwave soup). In addition, full season support building on the ‘It’s what’s inside that makes our soup very special’ communication platform launched last season. For example, our Wattie’s Very Special Creamy Pumpkin soup, proudly features NZ butternut pumpkin and real NZ cream and contains no preservatives.”
Tomane says: “Wattie’s Hearty soup range launched back in 2006 is now the second largest sub-brand in Ambient soup +2.3% in volume driven by base sales growth1. A new packaging design will roll out by the end of April, positioning the range as a hearty, wholesome soup that is sure to satisfy. In addition, we will see the launch of a new recipe (Chicken Gumbo 535g) and the introduction of NZ Angus beef across core beef recipes. The latter will complement the introduction of a new tender NZ marinated chicken across our chicken soup recipes last season.”
This season also marks a new chapter for the Wattie’s Very Special and Hearty microwave soup range with the opportunity to drive awareness and get more households purchasing this unique offer. Tomane explains: “A new packaging design and cardboard sleeve format is set to modernise and improve range standout on shelf, with important key messages such as ‘microwave safe’ and ‘serves of vegetables’ also dialled up on pack to drive appeal. Furthermore, recipes across the range have been improved and with production shifting to our factory in Hastings, we now use more locally sourced ingredients.”
Wattie’s condensed soup has returned to volume growth +1.5%1 in a flat segment as more households purchase Wattie’s condensed soup versus last year2.
1 Nielsen Total Supermarkets MAT to 1 January 2012
Richard Brown, Nestlé Foods category manager, says: “Maggi is the number two player in Total Soups with a solid presence in both Instant and Packet Soup. In 2011, Maggi achieved strong value growth of +10.5% leading to a contribution to the Soups category of $16.8m, made up by $10.8m Packet Soup and $6m Instant Soup*.”
“Maggi Onion Packet Soup is still the number one SKU in the Soups category with annual sales of 3.9m units and $4.7m of scanned sales*,” states Brown.
“Partnering with Nestlé Reduced Cream – a key ingredient for the Original Kiwi Dip – Maggi Onion Soup has grown +8.8% (value) / +7.1%* (units) in the last 12 months and shows no signs of slowing down.”
He adds: “As we approach winter, many consumers will look to warm themselves up with soup, in particular Instant Soup, which is the number two segment (behind canned) generating $18.7m of sales. Notably, Maggi Instant Soup provided most of the segment growth in 2011 with a value growth rate of +21%*.
The premium 2-serve segment continues to grow within Instant Soup and now contributes 38% of all Instant Soup* and as a result is generating more sales and gaining more space on shelf on the back of new offerings,” adds Brown.
In line with this ongoing trend, Nestlé has launched four new Maggi Soup for a Cup products in time for the upcoming winter season. This includes an authentic Maggi Asian Laksa and a Maggi Asian Thai Chicken Curry. Along with this, you will also find some new additions to the Maggi Soup for a Cup Crouton range – including Maggi Cream of Tomato with Croutons and Maggi Cream of Chicken & Corn with Croutons – both popular flavours and a perfect accompaniment for a heart-warming lunch and/or snack.
“Interestingly, the majority of us like to consume soup at lunchtime** (46%) and we also like to consume it with toast and/or bread** (47%),” adds Brown. As a result, the Maggi team will be out in force providing samples of some of these new products during winter at selected outlets. Watch out for them and get to taste the delicious new Maggi range of Instant soup.
*Nielsen ScanTrack Total Supermarket MAT Data to 01 January 2012.
Delmaine – in the chilled soup section
Group product manager, Micheal Bennett told FMCG that Delmaine is launching three new products: Classic Mushroom; Red Pepper & Capsicum; and Bacon & Lentil. Delmaine is also introducing a whole new look for the entire range. The new look features clear product differential through bright graphics, easy to read text and product descriptions that are brief, but appealing, says Bennett.
He says: “The major players in the product selection (pumpkin, seafood and chicken) remain the core of the fresh soup business, but consumers are showing a greater interest in three main areas.
1. Healthy recipes with healthy ingredients, including a reduction in artificial flavours, colours and preservatives.
In New Zealand supermarkets Campbell’s offers Condensed, Chunky and Country Ladle soups. Among the new launches in the last 12 months are Country Ladle Creamy Pumpkin and Country Ladle Chicken Noodle soups.
Lisa Walker, Campbell’s brand manager, says: “The Creamy Pumpkin SKU has appealed to Kiwis taste buds and their desire for creamy soup flavour. The Chicken Noodle SKU is a flavour which features highly in the dry segment and was a unique addition to the canned segment when launched.
A new premium range of cafe style soups – New Campbell’s Country Ladle Café Style soups launched in March in four SKUs: Moroccan vegetables with chickpeas; Pumpkin, red lentil and spinach; Tuscan tomato, vegetable and provincial beans; and Vine tomato with spinach and ricotta ravioli. These soups will leave you happily satisfied as they are a good source of protein, fibre and are at least 98% fat free.
Walker adds: “Consumers want more authenticity and quality from their food experiences, so we have reformulated Campbell’s Country Ladle soups to remove E numbers, starches and fillers, and have updated our packaging to convey the real and natural qualities consumers are looking for in a canned soup.”
King Traditional Cereal Soup and King Soup Singles
King Traditional Soup Mix has a long history of making great soup for New Zealanders.
Susan Harvey, senior brand manager, Hansells Food Group, told FMCG: “Our Traditional range of soup mix includes Vegetable, Hearty Vegetable, Country Chicken, Minestrone, and Pea & Ham, Corn and Bacon and Alphabet Soup. Each packet of King Traditional Soup Mix contains everything you need to create the perfect homemade soups, or use as a base to create your own masterpiece. King Traditional soup mixes are low in fat and make for an economical meal for the family.
King Soup Singles allow you to enjoy real soup, real quick. Each pack contains real concentrated soup ingredients that offer wonderful flavour. All you need to do is add boiling water and drink from the cup. King Soup Singles are perfect for on the go. With no preservatives, or msg and natural colours and flavours and being low in fat they are ideal for lunchtime or an afternoon snack.”
King Soup Singles’ range was extended from three to six flavours during 2011. The new flavours launched were Leek and Potato; Chicken Noodle; and Wonton.
Harvey says: “King Soup Singles have been very well received by the trade and consumers with Chicken Noodle now ranking as the number two in the King Soup Single range.* King Vegetable soup is the number three selling SKU in the total soup category and is a staple in many Kiwi homes*.”
She adds: “While cooler weather obviously affects soup sales, higher rainfalls can boost soup sales, even if the temperatures are not very low. If weather forecasts are anything to go by a wet start to autumn should see the soup season off to a good start.”
*Aztec data to 2/10/11
Pitango Innovative Cuisine
Kirsty Collins, product development manager, says: “Pitango manufacture Pitango and Artisano ready made soups and meals in Auckland and are the market leader in the category, owning 36.7% value share of the category (4 March 2012, Aztec).”
She adds: “Coming out of summer, we have noticed that our performance has not dropped off significantly. Soup is now recognised as an all-year-round meal and many consumers, namely people who are healthy, sick, time-poor and elderly continue to buy soup over the warmer months.”
Collins reveals: “We are launching 13 new products into the market in April, across both Pitango and Artisano brands. Our new Pitango soups include Organic White Bean & Chorizo, Free Range Chicken Miso and Organic Leek & Potato.
"New Artisano soups include Lentil Leek & Smokey Bacon and Portobello Mushroom. We are introducing two Nacho Sauces to the Artisano range – Chilli Con Carne and Mexican Vegetable Sauce; simply heat and pour over corn chips.
“Consumers can expect to see all our new products on supermarket shelves at the beginning of April.”
Screaming turtle coffee
Screaming Turtle was formed in 1996 by one man who attempted to roast coffee beans from a converted domestic oven in his garage.
From those humble beginnings Screaming Turtle has evolved to provide fresh roasted coffee to NZ supermarkets.
The brand has a unique Kiwi “DIY” boutique feel and is funky, fun and not intimidating to try. The Turtle is Personable and has a life and story of its own.
Under its coffee banner it has fresh roasted coffee in a 200g pack, freeze dry in a glass jar and a 100g granulated pack.
“”We continue to be only one of two companies who can offer the full range of coffee products encompassing Roasted, Freeze Dry and Granulated Coffee. We are competitively priced to appeal to the average household shopper, and are continuing to gain market share “”says Eric Thom, the ‘Head Turtle’.
Although the Screaming Turtle brand has a strong following in the Wellington region they are known nationally as an alternative to the corporate brands, offering good value to consumers.
This upcoming year sees the release of the Screaming Turtle Fair Trade coffee. A relationship has been formed with the coffee growers in Laos resulting in the development of a beautiful dark origin coffee. “I am really excited about this partnership with Laos and looking forward to having an impact on their community”, Thom adds.
Screaming Turtle is represented by KML nationally.