The document outlines a retail store visit conducted by the Food Research Lab at Asda in Milton Keynes, UK, focusing on the product availability in British supermarkets, particularly Asda's efforts to surpass Sainsbury as the second-largest grocery store. It details various plant-based soup products offered by Baxters Food Group, including ingredients, nutritional information, and serving sizes. Additionally, it highlights the company's historic growth and its royal warrant granted by the Queen.

1. THE UK MARKET RETAIL STORE VISIT BY THE FOOD
RESEARCH LAB Asda, Milton Keynes, UK.
28TH OCTOBER 2023
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2. AGENDA
BACKGROUND
To understand the product availability in the
UK Supermarkets, especially at Asda’s.
Asda is one of the largest UK groceries by
market share, with 14.7% in the supermarket
sector after Tesco & Sainsbury's. Asda is
seeking to overtake Sainsbury as the UK's
second-largest grocery supermarket.
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3. SUPERMARKET SWEEP
MARKET SHARE, MAY 2022
SOURCE: KANTAR, 2022 03

4. GREAT BRITAIN GROCERY MARKET SHARE (12 WEEKS ENDING)
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5. Brand Observed Baxters Food Group Limited, also called Baxters of Speyside or Baxters,
is a food processing firm situated in Fochabers, Scotland. It makes
canned soups, canned meat products, sour pickles, sauces, vinegar,
antipasto, chutneys, fruit preserves, and salad and meat condiments.
Products are offered under the Baxters brand, as well as a number of
other trademarks owned or licensed by the business. Baxters has
remained a private family firm for four generations, during which time it
has grown greatly by purchasing other businesses both in the UK and
worldwide. Her Majesty the Queen has granted Baxters a Royal Warrant
as purveyors of Scottish specialties.
Company overview:
Target Product Category : Plant Based Soup
Name of the Product : Baxters Plant Based Soup
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6. NUMBER OF PRODUCTS: 6
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• Baxters Plant Based Spiced Red Lentil
• Baxters Plant Based Sundried Tomato & Thyme
• Baxters Plant Based Thai Yellow Vegetable Curry
• Vegan Jackfruit, Three Bean & Chipotle Chilli Plant
Based Soup
• Vegan Plant Based Butternut Squash & Lentil
Dhansak Soup
• Vegan Plant Based Sri Lankan Sweet Potato Soup

7. Nutritional Information
Per 100g
Energy: 49kcal
Fat: 0.3g
Saturated fat: <0.1g
Carbohydrates: 8.5g
Sugars: 2.0g
Fibre: 1.3g
Protein: 2.4g
Salt: 0.63g
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Primary Ingredient:
Water, Tomatoes (30%), Red Split Lentils
(18%), Brown Lentis (4%), Carrots, Onions,
Cornflour, Salt, Sugar, Garlic Purée, Spices,
Herbs, Garlic Powder, Sunflower Oil
Serving size:
100g
Servings per pack: 3.8
B A X T E R S P L A N T
B A S E D S P I C E D
R E D L E N T I L
Acidity Regulator: -
Vegetables:
Tomatoes (30%), Carrots, Onions
Extract: - Thickener: Cornflour

8. Nutritional Information
Per 100g
Energy: 48kcal
Fat: 2.4g
Saturated fat: 1.0g
Carbohydrates: 5.4g
Sugars: 3.4g
Fibre: 0.7g
Protein: 0.9g
Salt: 0.48g
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Primary Ingredient:
Tomatoes (49%), Water, Carrot, Potato, Sundried Tomato
Paste (45%) (Water, Sunflower Oil, Sundried Tomatoes
[Tomatoes, Salt] , White Wine Vinegar, Sugar, Salt, Herb,
Garlic Extract [Sunflower Oil, Garlic Oil] , Spice, Favouring),
Coconut Cream (4%), (Coconut, Water), Red Split Lentils
(2.5%), Cornfour, Sugar, Garlic Purée, Extra Virgin Olive Oil,
Lemon Juice, Salt, Cider Vinegar, Thyme, Yeast Extract,
Onion Powder, Potato Starch, Spices, Acidity Regulator
(Citric Acid), Lovage Extract
Serving size:
100g
Servings per pack: 3.8
B A X T E R S P L A N T
B A S E D S U N D R I E D
T O M A T O & T H Y M E
Acidity Regulator:
Citric Acid
Vegetables:
Tomatoes (49%), Carrot, Potato,
Extract:
Garlic Extract, Yeast Extract, Lovage
Extract
Thickener: Cornflour

9. Nutritional Information
Per 100g
Energy: 47kcal
Fat: 1.5g
Saturated fat: 1.2g
Carbohydrates: 6.4g
Sugars: 2.3g
Fibre: 1.2g
Protein: 1.3g
Salt: 0.60g
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Primary Ingredient:
Water, Vegetables (34%) (Sweet Potato, Carrot, Broccoli,
Potato, Onion), Lentils (6%) (Brown Lentils, Red Split
Lentis), Rice (45%), Coconut Cream (Coconut, Water),
Cornflour, Ginger Purée, Garlic Purée, Salt, Lime Juice,
Spices, Tamarind, Sugar, Lemon Grass, Yeast Extract, Lime,
Onion Powder, Herbs, Potato Starch, Garlic Powder,
Sunflower Oil, Acidity Regulator (Citric Acid)
Serving size:
100g
Servings per pack: 3.8
B A X T E R S P L A N T B A S E D
T H A I Y E L L O W
V E G E T A B L E C U R R Y
Acidity Regulator:
Citric Acid
Vegetables:
Vegetables (34%) (Sweet Potato,
Carrot, Broccoli, Potato, Onion),
Lemon Grass
Extract:
Yeast Extract
Thickener: Cornflour

10. Nutritional Information
Per 100g
Energy: 53kcal
Fat: 0.3g
Saturated fat: <0.1g
Carbohydrates: 8.6g
Sugars: 2.7g
Fibre: 2.4g
Protein: 2.8g
Salt: 0.50g
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Primary Ingredient:
Water, Tomatoes, Onions, Black-eyed Beans (6%), Haricot
Beans (6%), Red Peppers, Kidney Beans (5%), Potatoes,
Sweetcorn, Jackfruit (3%), Ginger Puree, Lime Juice,
Chipotle Peppers in Adobo Sauce (1%) (Chipotle Peppers,
Water, Tomato Paste, Salt, Sugar, Onion), Garlic Puree,
Maize Starch, Mixed Spices, Salt, Sugar, Mixed Herbs,
Cornflour, Yeast Extract, Onion Powder, Potato Starch,
Acidity Regulator (Citric Acid)
Serving size:
100g
Servings per pack: 3.8
V E G A N J A C K F R U I T , T H R E E
B E A N & C H I P O T L E C H I L L I
P L A N T B A S E D S O U P
Acidity Regulator:
Citric Acid
Vegetables:
Tomatoes, Onions,,Black-eyed Beans
(6%), Haricot Beans (6%), Kidney
Beans (5%), Potatoes, Sweetcorn
Extract:
Yeast Extract
Thickener: Maize Starch, Cornflour,
Potato Starch

11. Nutritional Information
Per 100g
Energy: 45kcal
Fat: 0.4g
Saturated fat: 0.1g
Carbohydrates: 7.2g
Sugars: 2.5g
Fibre: 1.5g
Protein: 2.4g
Salt: 0.52g
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Primary Ingredient:
Water, Butternut Squash (18%), Onions,
Tomatoes, Red Split Lentils (8%), Brown
Lentils 5%, Spinach, Ginger Puree, Mixed
Spices, Garlic Puree, Maize Starch, Red
Chillies, Salt, Lemon Juice, Mixed Herbs,
Cornflour, Sugar, Yeast Extract, Onion
Powder, Potato Starch, Acidity Regulator
(Citric Acid)
Serving size:
100g
Servings per pack: 3.8
V E G A N P L A N T B A S E D
B U T T E R N U T S Q U A S H &
L E N T I L D H A N S A K S O U P
Acidity Regulator:
Citric Acid
Vegetables:
Onions, Tomatoes, Spinach
Extract:
Yeast Extract
Thickener: Maize Starch, Cornflour,
Potato Starch

12. Nutritional Information
Per 100g
Energy: 54kcal
Fat: 1.8g
Saturated fat: 1.4g
Carbohydrates: 7.9g
Sugars: 2.9g
Fibre: 1.4g
Protein: 0.8g
Salt: 0.53g
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Primary Ingredient:
Water, Sweet Potato (23%), Carrots, Onions,
Coconut Cream (Coconut, Water), Ginger
Puree, Cornflour, Garlic Puree, Red Chillies,
Salt, Maize Starch, Mixed Spices, Sugar, Yeast
Extract, Onion Powder, Mixed Herbs, Potato
Starch, Garlic Powder, Sunflower Oil, Acidity
Regulator (Citric Acid)
Serving size:
100g
Servings per pack: 3.8
V E G A N P L A N T B A S E D
S R I L A N K A N S W E E T
P O T A T O S O U P
Acidity Regulator:
Citric Acid
Vegetables:
Sweet Potato (23%), Carrots, Onions
Extract:
Yeast Extract
Thickener: Maize Starch, Cornflour,
Potato Starch

13. 11
Guires FRL global contact R&D assists food and beverage manufacturers
with new product development and reverse engineering. The experts
follow a systematic approach from competitor analysis, then product
formulation and evaluation. Moreover, the experts assist with packaging
and product labelling, ensuring the product meets the regulatory
requirements and appeals to the target audience, guaranteeing its success.

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