The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
Crosse & Blackwell is tapping into growing consumer demand for functional nutrition with the launch of two new protein-packed soup SKUs: Tomato, Lentil & Chilli and Tomato & Mixed Bean.
The new soups are designed to meet the growing appetite for convenient, healthier meal options that help consumers achieve their daily protein and fibre goals, while retaining the taste, affordability and convenience associated with traditional soup.
Both 400g cans are made in the UK and contain no artificial flavours, colours or preservatives. The new products will launch in Sainsbury’s stores nationwide from 17 August 2026, with an RRP of £1.25 and a promotional price of £1.00.
The launch comes as the grocery sector responds to the rise of so-called ‘protein-maxxing’ and ‘fibre-maxxing’, with shoppers increasingly looking for accessible products that can help them meet nutritional targets.
Tomato & Mixed Bean is high in protein, delivering 14g per serving, and is also high in fibre. Tomato, Lentil & Chilli provides 10g of protein and is a source of fibre, combining a familiar tomato soup base with a spicy flavour profile. Both varieties provide one of five recommended daily portions of fruit and vegetables.
The products also respond to the growing focus on fibre intake. With an estimated 96% of the UK population failing to meet the recommended 30g of fibre per day, fibre-rich ingredients such as lentils and mixed beans are increasingly being positioned as straightforward ways for consumers to improve their diets.
Jeremy Gibson, marketing director at Princes Group, which owns Crosse & Blackwell, said: “Consumers are increasingly looking for convenient products to help them hit their nutrition goals but still deliver on taste and value. Our protein and fibre-packed Crosse & Blackwell soups are a great product to meet that need.”
Gibson added that the new SKUs are intended to appeal beyond traditional soup shoppers, combining the brand’s established positioning with current nutritional trends.
“By combining the trusted homemade taste and quality ingredients of Crosse & Blackwell with nutritional trends and consumer demands, we are offering a product for those seeking a hot, hearty and satisfying meal, without compromising on quality or budget,” he said.
Following the initial Sainsbury’s launch, additional listings are planned from September 2026.
