New Covent Garden has made a break away from fresh soups and has launched its first range of chilled quiches. The firm, which also offers a range of risottos, has made the decision to diversify in order to strengthen its brand’s all-year-round appeal.
Group marketing manager Andrew Ovens told British Baker that the move into quiches came after feedback from existing consumers revealed they also liked to buy quiches, but found that the category lacked innovation.
The quiches will be manufactured under licence by Meadowbrook Bakery, part of Thomas Food Group based in Milton Keynes. The range currently consists of three 400g quiches in carrot and coriander, broccoli and stilton, and smoked salmon varieties. A twin-pack of pea and ham and asparagus and vintage Cheddar is also being developed, and Ovens said the company intended to keep updating the range as part of its brand proposition to offer "fresh new flavours".
Listings have already been secured in Asda and Waitrose. "We are exploring other retail channels too," he added.
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