Australian soup brand La Zuppa has revealed a fresh new look, restructured range, and innovative NPD.

La Zuppa’s strategic brand refresh aims to reinvigorate the category, grow the brand, and increase repeat purchase and relevancy with a broader shopper base.

The refresh introduces three distinct ranges that reflect three generations of the Valmorbida founding family; Chapter One: Italian Traditions, Chapter Two: Hearty Classics, and Chapter Three: Global Adventures.

Retaining elements of the brand’s rich Italian heritage, the playful and eye-catching new design simultaneously has an eye on the future; aiming to strategically reposition the ranges to attract new younger consumers, without alienating loyalists.

The all natural, healthful recipes have been created with a broad range of health, wellbeing, and taste preferences in mind, including a dairy, gluten, and preservative free range.

Elsie Valmorbida, grandmother of La Zuppa’s founding family, explained that the story of La Zuppa is the story of three generations of the family – spanning from her Italian roots, through the Australian upbringing of her children, to the global travels of her grandchildren.

“With a history dating back to 6000BC, we believe in the fundamental goodness of soup. We first created La Zuppa’s soup range based on the belief that the best way to share our family recipes and history would be with a dish found in nearly every country’s cuisine.

“Some soups are thick, some are thin, some are spicy, some are served as or with a side dish or often served as the first course in the finest dinners. No matter the serve, it’s always a much-loved, easy and convenient comfort food.”

In line with the new packaging, La Zuppa introduces tasty new SKUs, including a deliciously light and creamy blend of sweetcorn with succulent chicken in a Chicken and Sweetcorn soup and a rich tomato puree, brightened with roasted red capsicums and Thai Basil for a delicious twist in the Tomato, Capsicum and Basil soup.

Made for convenience cravers reaching for a tasty, all-natural bowl of soup for lunch or a quick and easy pouch dinner packed with nutritional benefits, La Zuppa offers a fresh twist on the original ready meal.

The range of soups are easy to take on-the-go to work or heat up at home, in convenient pouch and bowl formats.

The La Zuppa range of wholesome soups are low in fat, all natural and made from nutritionally rich ingredients, without dairy, gluten, and free from any preservatives.

The range is available now nationwide at Coles, Woolworths and selected independent retailers, in pouch and bowl formats.

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