Baxters Introduces New, Innovative ‘Stay Full’ Range

Baxters, the UK’s No. 1 premium soup brand, is launching a new range of healthy, functional soups that satisfy hunger for longer.

The Stay Full range has been crafted with Baxters culinary expertise and passion for great-tasting soups and prepared with a selection of high-protein vegetables, meats and pulses.

Each of the five recipes deliver a minimum of two of our '5 a day' and have no artificial colours, flavours or preservatives.

Independent consumer testing research conducted by Wirral Sensory Services demonstrated that respondents felt significantly fuller up to three hours after eating Stay Full soups, compared with a standard soup.

The Stay Full range, on-shelf from this month, will have an RSP of £1.69 per can and comprises Tomato, Chorizo & Mixed Bean; Spiced Butternut Squash & Edamame Bean; Minestrone with Basil & Parmesan; Beetroot, Tomato & Buckwheat; and Broccoli, Salmon & Watercress.

The range will be listed in selected Tesco, Morrisons and Waitrose stores.

Commenting on the launch, Elaine Tewnion, Baxters marketing manager, said: "We are always looking for new ways to offer our consumers something a little bit different and identified a growing trend towards functional foods that make you feel good.

"Our brand is already firmly placed in the category for delivering the healthiest soups but we wanted to take this one step further.

"The Stay Full range delivers on uncompromising taste and quality and provides the unique flavour combinations that you would expect from Baxters, but the high protein content and balanced carbohydrates make the soups a great value and convenient way to enjoy a healthy, balanced diet.

"This is a perfect choice for health-conscious consumers who want to eat less and feel fuller for longer without compromising on taste."

The Stay Full labels have been designed by Springetts to differentiate the soups from other brands and ranges. The stylish design incorporates a bold Stay Full identity set against a white background featuring images of key ingredients to reinforce the contents of each recipe.

The Baxter family, which is now in its fourth generation, has been producing some of Britain’s finest soups, preserves, condiments, pour-over sauces, fruit specialities and a wide range of other fine quality products for over 135 years.

Today, the Baxters Food Group is one of the UK’s premium food manufacturers, with over 150 fine-food products and some of the country’s leading brands to its name.

More new food product launches from Scotland.