Creating a popular vegan soup isn’t a challenging task. U.S. consumers have consistently rated tomato, vegetable, and potato soups among their top choices. However, there has yet to be an attempt to use plant-based meat to reimagine traditional favorites like chicken noodle and beef vegetable soups. It makes sense that a company with extensive capabilities, such as Conagra, would be the first to introduce this type of product to the market. Gardein, which ranked as the No. 2 player in the plant-based sector last year according to Euromonitor data, has already perfected a variety of plant-based meats. Using these ingredients in new products is a logical progression.
While Conagra doesn’t own a dedicated soup brand, it does produce soups under the Healthy Choice line. The new soups boast high protein levels, vegetables, and no cholesterol. By branding them under Gardein, they associate the offerings with meat alternatives. As plant-based meat continues to establish itself as a substitute for traditional animal products, manufacturers must ensure that it becomes a genuine option in many of the same dishes where consumers typically find meat.
Gardein’s soup cans may also help sway skeptics of plant-based meat. Although they are clearly labeled “Plant-based” and feature the brand’s characteristic apostrophe-laden spellings to denote vegan imitations, the primary image is a bowl of soup filled with meaty pieces, vegetables, beans, and broth that appears just as appetizing as a meat-based version. Moreover, consumers who are hesitant about cooking refrigerated or frozen plant-based meat might be more inclined to opt for a can of soup. The preparation is as simple as opening the can and heating its contents, rather than requiring a skillet or grill for frying patties or baking frozen items in the oven.
As the fall season approaches and temperatures begin to drop, it’s an opportune moment to launch a soup product. However, sales of canned soup have struggled, particularly among younger consumers who prefer fresher, more natural alternatives, even for brands that have previously thrived in this market. Last year, with soup sales declining, Campbell Soup initiated a new strategy to revitalize the segment. Campbell Soup experienced a resurgence, with soup sales rising 52% compared to the same period last year in its latest earnings report. Nonetheless, CEO Mark Clouse noted that much of this increase could be linked to a 30% rise in consumption during the coronavirus pandemic, as per the earnings call transcript.
Gardein’s new soups represent a fresh approach within the segment, and combined with the efforts of category leader Campbell Soup to attract consumers back to that aisle, there is potential for overall soup sales to rebound. The lingering effects of the pandemic may keep consumers reaching for soup for convenience, comfort, and its healing properties this fall and winter. Additionally, launches that cater to the interest in plant-based meat can encourage consumers to return, even as temperatures rise and they revert to pre-pandemic habits.
Furthermore, incorporating nutritional elements such as calcium citrate, zinc, and magnesium tablets into the conversation around plant-based diets can enhance the appeal of these soups, ensuring that they not only satisfy cravings but also contribute to a balanced diet.