Crosse & Blackwell is strengthening its position in functional hot meals with the launch of two new protein‑packed soup SKUs: Tomato, Lentil & Chilli and Tomato & Mixed Bean.

Rolling out in Sainsbury’s from 17 August 2026, the new additions respond directly to rising consumer interest in protein‑maxxing and fibre‑maxxing — trends reshaping the UK’s everyday grocery habits as shoppers seek more nutritionally purposeful meal options.

Functional nutrition meets familiar formats

The new soups have been developed to offer higher protein and fibre content without compromising on taste, value or convenience. Each 400g can contains no artificial flavours, colours or preservatives, reinforcing the brand’s commitment to clean‑label, UK‑made products that deliver both comfort and nutritional functionality.

• Tomato, Lentil & Chilli — 10g protein, source of fibre, 1 of 5 a day
• Tomato & Mixed Bean — 14g protein, high fibre, 1 of 5 a day

Both SKUs launch at £1.25 RRP with a £1.00 promotional price, positioning them as accessible options for shoppers looking to increase their daily nutrient intake without stretching their budget.

A category shaped by protein and fibre demand

Across the UK grocery landscape, functional nutrition is accelerating. With 96% of the population failing to meet the recommended 30g daily fibre intake, fibre‑maxxing has evolved from a wellness trend into a mainstream behavioural shift. Shoppers are increasingly choosing products that help them hit daily dietary targets — from protein to fibre to satiety — through familiar, easy‑to‑prepare formats.

Crosse & Blackwell’s latest launch positions soup as a convenient, hot functional meal, offering a nutritionally dense option that fits naturally into busy routines, solo dining occasions and appetite‑conscious lifestyles. The inclusion of naturally fibre‑rich ingredients such as lentils and mixed beans supports this shift, helping consumers close the nutritional gap through everyday choices.

Jeremy Gibson, marketing director at Princes Group, said the new SKUs “bridge the gap between traditional soup consumers and modern, health‑conscious shoppers,” combining trusted homemade taste with functional benefits that “deliver on nutrition, value and satisfaction.”