New Launch Straight from the Baxters Kitchen

Baxters, the UK's No. 1 premium soup brand, is extending its reach into foodservice with the launch of Baxters Kitchen, which will be available throughout the UK and Ireland from this month.

For the first time the Baxters brand is introducing a range of quality ready-to-serve ambient soups, expertly crafted for the foodservice industry.

Baxters has used its 142 years of culinary experience to develop eight varieties for the Baxters Kitchen range.

These are Tomato & Basil, Lentil & Bacon, Carrot & Coriander, Spicy Parsnip, Pea & Ham, Aromatic Chicken & Thai Herbs, Butternut Squash & Red Pepper as well as Baxters' iconic Royal Game soup.

Each variant is made to a traditional family recipe and contains no artificial colours, flavours or added preservatives, and each vegetable-based recipe will also contribute to a minimum of one of your five a day.

The new range comes in a 2.2kg resealable, free-standing container, making it an ideal and convenient choice for foodservice customers.

The Baxters Kitchen packaging has been designed to reflect the premium quality of the brand and features bold red labels which are synonymous with Baxters to create maximum stand-out.

To support the launch, Baxters is working in partnership with its GB distributor, Petty Wood, to target the licensed trade, catering and quick service restaurants via key foodservice wholesalers. The first listing has been secured with 3663, one of the largest wholesale food suppliers.

Bill King, chief executive of Baxters Food Group, commented: "This is an exciting time for Baxters as we launch a dedicated ambient soup offering for the foodservice sector.

"Baxters is extremely proud of its decades of soup making know-how which has been passed down through generations, and we are confident the new Baxters Kitchen range will tick all the boxes in terms of quality, flavour, convenience and cost."

Jonathan Holden, foodservice controller at Petty Wood & Co Ltd, said: "We are delighted to announce that we will be launching a foodservice range of soup from Baxters, the UK's No. 1 premium soup brand.

"We have recently exhibited at a number of trade exhibitions in which Baxters Kitchen was extremely well received and we look forward to being part of this exciting initiative with Baxters."

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