The Can Get's The "Can"...!

Looks like an iconic symbol is about to face extinction!

The term "a can of soup" is about to change for good, if Heinz follows it's newest marketing scheme! Quoting the excuse of the rising cost of metals, the cans are being replaced with tubes. Sounds like a pretty good idea, but it is going to play heck with the organization of all our pantries, I think!

Soup in a tube: Heinz launches green alternative as tin can feels the squeeze

By Sean Poulter
Last updated at 12:00 AM on 9th July 2011

You can find a can of soup in almost every kitchen larder.

And they have even found their way into art galleries thanks to Andy Warhol’s iconic paintings.

But the supermarket staple could soon be squeezed out by soup in a tube, which is being launched by Heinz.

With the price of metal rising, the ‘squeeze and stir’ soups, which come in a plastic sachet that resembles a tube of toothpaste, could replace both cans and instant powders.

A similar pattern is being seen with the success of milk bags, which are being introduced by supermarkets as a green alternative to bottles and cartons.

The Heinz product is a puree rather than a powder and makes a mugful of soup when diluted with hot water and stirred.

In recent years, fresh soups have enjoyed huge success based on a perception they are healthier than those sold in cans or as powder.
Squeeze and Stir: The new portable soup range takes in the flavours Cream of Tomato, Mediterranean Vegetable and Cream of Tomato with Basil

Squeeze and Stir: The new portable soup range takes in the flavours Cream of Tomato, Mediterranean Vegetable and Cream of Tomato with Basil

Heinz is keen to play up the natural ingredients in its new product – pointing out that they are equivalent to eating one of the recommended five-a-day portions of vegetables or fruit.

The soups, which will be available from the end of this month, contain no artificial colours or flavours and are low in fat.

Heinz spokesman Matthew Cullum said: ‘The tubes can easily be popped into a handbag, briefcase or pocket to be enjoyed as a convenient lunch or snack’.

The instant soup purees come in four flavours - cream of tomato, minestrone, Mediterranean vegetable, and tomato with basil.

The purees are arguably the biggest revolution for Heinz since 1910, when it first began selling canned soup in Britain.

Mr Cullum added: ‘We’re confident that consumers will not only love the thick, velvety texture and delicious flavours but also the fact that because it’s a puree, not a powder, it gives you one of your five a day.’

Some manufacturers have responded to rising commodity prices in recent years by introducing new pack sizes, often slimming down the contents or using cheaper or greener materials.

Sceptical consumers may see the new shape as a back-door way of raising prices.

The Heinz 70g tube costs 59p, which equates to 0.84p per gram.

A normal 400g can of soup, which is considerably more expensive to produce because of the metal, costs 85p, which works out at 0.21p per gram.

Even taking account of the fact the puree has to be diluted, it would seem the new product is a more expensive option.

I can't help but think this might make carrying soup in our BOB just a little easier, don't you think? If nothing else, carrying a tube or two in the car or truck a tad more handy!

Just like the old song says "The times, they are a-changing!"

Coffee on the patio this morning! Still no rain in sight!