Findus in UK soup launch

Findus aims to stir up the UK soup market with the launch of a new range of frozen microwaveable soups. The company claims these are the first to be aimed at UK consumers.

The Findus range – Soup ‘a’ Meal – will be supported by a &£4.5m marketing spend, including new television advertising by Grey Worldwide. Media buying is by Mediacom.

The eight products in the Findus range come with their own microwaveable bowl and are aimed at the lunch-hour market, according to Helen Wolford, brand manager for Findus Feeling Great! She says: “Consumers are looking for convenient, high-quality meals they can enjoy at work or at home.”

This is the first frozen soup range for UK consumers. Others are likely to follow as manufacturers try to breathe new life into a slow market.

In April, WA Baxter & Son announced plans to develop frozen soups for the UK market. All the major international food companies have frozen soup ranges in other countries. Findus has That’s Amore in Italy, Heinz has Chef Francisco in the US and Big Eat in Australia, and Campbell has a range in Japan.

Findus used to be owned by the Swiss food giant Nestlé. It was sold to EQT Scandinavia in January 2000.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here