New Covent Garden Soup set for international expansion

New Covent Garden, the British fresh soup brand, could expand into the US and Europe after being bought by American investment group Hain Celestial, which also owns the Linda McCartney food range.


It is the fourth time the brand has changed hands since being launched in 1987, when it created a new fresh soup category in the UK.

The $230m (£145m) deal to buy Daniels Group also includes sister brands Johnsons Juice and Farmhouse Fare.

Daniels Group was previously owned by catering group Singapore Airport Terminal Services.

Irwin Simon CEO of Hain Celestial says: “The acquisition of Daniels extends our presence into one of the fastest-growing healthy food segments in the UK, with a solid leadership position and platform for the growth of our combined operations. We will look to expand the distribution of certain Daniels brands throughout the rest of Europe, using our European-based sales organisation.”



Effective DM depends on deep data mining

Branwell Johnson

Effective direct marketing is inextricably linked with strong data mining and deployment of analytics. So it is no great surprise that many of the winning entries in Marketing Week’s Data Strategy Awards 2011 cited DM campaigns – both traditional print mailers and email. Taking a stroll through the 17 categories, the Scottish Government Organ Donor […]