Fresh Look for SILL Gazpacho by Elopak
'Gaspacho la Potagère' from SILL, based in Plouvien, Brittany, France, is a cold tomato-based gazpacho soup that was originally launched in April 2007, and repackaged in July 2008 in one-litre Pure-Pak with Curve carton with Pure-Twist cap.
15/06/09 In recent times, the presence of vegetables in soup has become a real growth driver for French manufacturers thanks to the current advice from the French Ministry of Health to eat five portions of fruit and vegetables per day.
The majority of soup in France is generally consumed during the winter, with a lack of profitability traditionally seen during the summer. One of the main reasons behind the launch of cold chilled soups therefore, has been to increase consumption during quieter periods.
As two thirds of soup consumed in France is still homemade*, manufacturers have tried to get closer in terms of taste and texture to them, with some new players claiming their soups are as good as homemade versions. Sales of 'cold soup' have also been boosted as a result of new French alcohol regulations, resulting in is increased demand for non-alcoholic aperitifs.
Summer soup from SILL
'Gaspacho la Potagère' from SILL, based in Plouvien, Brittany, France, is a cold tomato-based gazpacho soup that was originally launched in April 2007, and repackaged in July 2008 in one-litre Pure-Pak with Curve carton with Pure-Twist cap.
Ideal as an aperitif, starter or main dish, its ingredients include; tomato puree, cucumbers, onions, red peppers, yellow peppers, water, extra virgin olive oil, sherry vinegar, garlic, salt and lemon juice. SILL states on its website that a 250ml bowl corresponds to consuming one to two portions of vegetables.
'Gaspacho la Potagère' brings with it more ease of use than other gazpacho soups, because it is sold in ambient format. It can be warmed in a pan or served chilled by putting it into the fridge two to three hours before eating. This long-life soup is equipped with a re-sealable green Pure-Twist cap and innovative packaging. It provides a fresh image within a longer life package that can be easily opened and reclosed, and has been very well accepted by the French market.
Marketing Concept
SILL has aimed this product at the consumer looking for an aperitif or starter for all the family. It is marketed as a traditional Spanish dish that has evolved into "nouvelle cuisine" for the French. The red curved panel states in white font 'Fraîcheur et Plaisir' - roughly translated as 'chilled enjoyment'.
It was launched via in-store promotions and activity. On-going marketing includes wholesalers leaflets, samplings and tastings. Benefits to the retailer include easy handling and an extended 'best-before' date with a RRP at €3 per litre. The product is sold in hyper- and supermarkets and catering wholesalers and distributors. Distribution is ambient to retailers in a box of six one-litre cartons.
