A completely different type of “vitamin drink”
It is definitely somewhat strange. When someone mentions vitamin drinks, most people probably think of Sourcy’s Vitamin Water or a pack of multivitamin fruit juice. This is because these phrases are so deeply rooted in our consumption pattern that other options are excluded from our consciousness – soup, for example; brimming with vitamins, minerals and fibres.
All this could be changing rather rapidly, since soup is now being marketed in a different manner. We can speak of the rise of a new soup segment being triggered by this new soup concept.
This concept consists of drinkable soup, purchasable in bottles; reminiscent of the current juice trend, which has undoubtedly paved the way for drinkable soups. But, drinkable soups should perhaps not be seen as an addition to the juice category, but rather, as an alternative category. The Splendid Spoon, one of the three players in this segment, explains: “juice is just a drink, while soup is a real meal”. On top of this, The Splendid Spoon explains that “souping” is healthier than “juicing”, considering the fact that soups are brimming with proteins and fibres that reduce headaches and satisfy hunger.
Currently, there are only three companies active in this category: Tio Gazpacho, Mucho Gazpacho and The Splendid Spoon. It is remarkable that despite the fact that there are only three companies, they each sell a different type of soup.
Tio Gazpacho offers a Watermelon Gazpacho, for example, while Mucho Gazpacho is focused on “traditional soups”. Something for everyone.
Who knows, we may all switch from the juice trend to the soup trend. We will let ourselves be surprised by what this market has to offer.