Batchelors Cup A Soup has been rebranded by top UK brand agency 1HQ in a bid to reestablish market leadership and drive further consumer engagement in the Instant Dried Soup category.

“The main challenge for design was to stop focusing on the ʻCupʼ and create something truly ownable which would help differentiate Batchelors Cup A Soup from the vast amount of generic designs in the UK and across the globe,” says Associate Creative Director Christopher Reay.

The range will also benefit from a host of new flavours including Broccoli & Stilton, Pea & Ham, as well as spicy variants such as Creamy Thai and Indian Mulligatawny designed to tap into the fastest growing sector in the market and also appealing to younger consumers.

In consumer research the simple and distinctive design also allowed 30% of shoppers to find their desired variant more easily as well increasing purchase intent by 6%.

Pic. Batchelors Cup A Soup main range packs

Pic. Batchelors Cup A Soup subrange packs