Soup with a social cause
While some manufacturers focus on flavours, others are looking to connect with ethically-minded consumers by aligning their products with sustainable values.
Dutch company Kromkommer (which translates as wonky cucumber) manufactures its soup using vegetables it buys directly from the farmer that have been rejected by supermarkets for their less-than-perfect shape.
“The fight against food waste is becoming a major concern, with growing consumer awareness affecting both retailers and brands, particularly in the fruit and vegetable category, where the issue is most prevalent, but also in adjacent categories which rely on high fruit and vegetable content. Kromkommer Beet Soup is positioned on [this] anti-waste platform,” said Witham.
What’s more, Kromkommer is adamant that the soups should not retail for less than other chilled soups. “Our ultimate goal is to see wonky veggies on the shelves, for the same price as their ‘perfect’ brothers and sisters,” said the company.