Heinz Now Has Bagged Soup — But US Customers May Be Disappointed (For Now)

Heinz does a lot of stuff. We think it’s fair to say that. But it always surprises me that in the US, soup isn’t really one of them. Here in the United Kingdom, Heinz is the go-to canned soup, and we’re also big fans of its ketchup (by which I mean that it’s kind of the only viable mainstream option) – and its soup has also got a good presence in Canada with its Tomato flavor. But in the US? It’s mostly sauces, along with other output from the Kraft Heinz company.

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Which is why I feel like Heinz is maybe, potentially, slightly missing an opportunity with its new product. It’s just announced its new ready-to-eat bagged soup, and I can see this being a big deal everywhere. Sadly, though, it’s only available in one place. For now, at least. Let’s discuss.

New Heinz Soup Collection

Yesterday, Heinz revealed it’s significantly expanding its presence in Canada’s ready-to-eat soup market with its new Soup Collection. “Soup is a category Canadians already love, but one that we believe is ready for something new, said Kraft Heinz Canada’s chief marketing officer, Kelly Fleming, in its press release. “We’ve paired carefully crafted recipes with a more convenient format to deliver a satisfying, ready-to-eat option for the aisle.”

But what does this all mean, you ask? Well, first, the format: Heinz’s six new soup options come in a portable bag format, which you tear open. No need for a can opener, and something about it coming in a bag makes it feel juuuust that bit fresher. These new soup bags are shelf-stable, so Heinz isn’t trying to capture that sense of freshness with instantly perishable ingredients; instead, it’s doing so with its flavors, which the brand says are elevated twists on its classics. Customers can now get Homestyle Chicken Noodle, Thai Style Chicken Coconut Curry, Hearty Tomato and White Bean, Cheesy Potato, Rich Mushroom, and Curry Butternut Squash options in bagged form. 

Sorry, Everyone!

Heinz’s new Soup Collection release feels particularly well-timed, given that the Northern Hemisphere is currently sliding into winter with each passing day. Warming soups? Yes please. It’s just a shame nowhere else will be getting this new format just yet, but if it’s a winner in Canada, I can see how Heinz might be tempted to repeat it elsewhere. Could bagged soup be its niche in the US soup market? Only time will tell, folks.