# Canned Vegan-Approved Soups These New Baxters Plant-Based Soups Come in Three Flavors By Michael Hemsworth | Published 2020-04-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/plantbased-soup References: [foodbev](https://www.foodbev.com/news/baxters-debuts-range-of-tinned-plant-based-soups/) & [baxters](https://www.baxters.com) These new Baxters plant-based soups have been launched by the Scotland-based food brand to offer consumers a lifestyle-focused way to enjoy a flavorful yet convenient meal. The soups are all crafted with high-quality ingredients that allow them to be suitable for consumers who practice a vegan lifestyle, while also maintaining an attention to convenience. The soups come in three flavor options including Sri Lankan Sweet Potato, Butternut Squash & Lentil Dhansak and Jackfruit, Three Bean & Chipotle. European Marketing Director at Baxters Food Group Lorraine Rothwell spoke on the new Baxters plant-based soups saying, "At Baxters, we’ve always championed new and innovative products. From being the first brand to introduce twist-off jar lids for our preserves in the 60s to developing the first ever vegetarian-specific tinned soup range in the 80s, innovation is at our core. So, we’re excited to launch our first ever plant-based range to the market. Creating this range is something we’ve been working on for a while. Not only did we want something that was vegan-friendly, but we wanted to showcase our commitment to introducing new and exciting recipes that also provide plenty of flavor and nutrients.” ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 31% | Activity: 42% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Plant-based Convenience:** Creating plant-based soups that are convenient for consumers provides a disruptive innovation opportunity. - **Vegan-friendly Options:** Developing vegan-approved soups taps into the growing demand for plant-based products and offers disruptive innovation potential. - **Innovative Flavor Profiles:** Introducing unique flavor combinations like Sri Lankan Sweet Potato, Butternut Squash & Lentil Dhansak, and Jackfruit, Three Bean & Chipotle provides an opportunity for disruptive innovation in the soup industry. ### Who This Affects Most - **Food Manufacturing:** The food manufacturing industry can explore opportunities to create more plant-based convenience foods, including soups. - **Vegan Food:** The vegan food industry can benefit from expanding their product offerings with vegan-approved soups. - **Flavor Enhancements:** The flavor industry can innovate by developing unique, delicious flavor profiles for plant-based soups and other food products. ## Related on Trend Hunter - [Reformulated Canned Soup Ranges](https://www.trendhunter.com/trends/baxters-favourites.md) - [Creamy Plant-Powered Soups](https://www.trendhunter.com/trends/cream-of-tomato-soup.md) - [Plant-Based Ready-to-Eat Canned Meals](https://www.trendhunter.com/trends/canned-vegan-ready-meals.md) - [Hearty Canned Soup Products](https://www.trendhunter.com/trends/plantbased-chilis.md) - [Canned Plant-Based Bean Meals](https://www.trendhunter.com/trends/bean-meals.md) - [Winter Recipe Vegan Foods](https://www.trendhunter.com/trends/bol-foods.md) - [Plant-Based Noodle Dish Cups](https://www.trendhunter.com/trends/batchelors-meat-free.md) - [Plant-Powered Seafood Soups](https://www.trendhunter.com/trends/plant-based-seafood-soup.md) - [Private Label Organic Soups](https://www.trendhunter.com/trends/natural-grocers-organic-soups.md)