Soup brand Re:Nourish has rapidly grown over the pandemic as consumers demand healthier products with added functional nutrition benefits. This branded soup is marketed as soup for on-the-move and claims its patented microwaveable bottled soup as a world first.
CEO and founder of Re:Nourish Nicci Clarke was once a cardiac nurse and after taking a course in nutrition founded one of the first fresh food delivery companies in the UK called Nourished. Staying ahead of consumer trends, Nicci identified consumers were turning away from fruit juice due to its high sugar content and identified soup as a more health-conscious and nutritious alternative.
The bottle packaging, which required significant investment to develop, fits the the product proposition of “grab and go” while creating a bottle that could be microwavable.
The brand is now driving growth in UK retailers and the foodservice channel, while also being available in universities and NHS locations. This month Re:Nourish has not only scooped The Grocer’s New Product Awards 2021 in the Soup category but also secured a £2m investment to support its plans to grow the brand around the world.
Re:Nourish reflects the huge growth in wellness and functional foods. It exemplifies the need for brand innovation to deliver on many different levels in order to be considered by retail customers and consumers. In this case the health benefits of the product combine with clear labelling, a defined usage occasion and convenience, coming together in a clear proposition to consumers.