Aisle Spy

In the soup: the new range inspired by street food

Glorious has transformed Asian and Middle Eastern favourites into warming eats for winter.

8 November 2018
asianchilledmiddle easternNPDsoupstreet foodvegetarian

Leave off the leak and potato and pass on the pea and ham. Souping up the traditional steaming bowl of goodness, Glorious Foods' has launched a trio of street food flavours into Sainsbury’s.

“When choosing a new range, we look at both established and growing food trends,” Glorious Foods' brand manager, Emma Gale, tells Food Spark.

“Street food has exploded onto the scene in recent years and is growing at a steady rate of 9% year on year. It is especially popular and used by foodies and millennials – those looking for casual fast food which is tasty and ‘Instagrammable.’”

The new soups join the likes of other street-food-inspired products entering into retail, like crisps from London Flavours, as retail succumbs to the desire for adventurous tastes.

Street smarts

So what sensations can consumers now slurp in soup form?

“We chose Asian and Middle Eastern cuisines, due to them being well-established trends, and gave them a street food twist,” says Gale.

Among these is the popular Malaysian dish laksa, a dish that since June has had its own dedicated restaurant in London called Sambal Shiok. Glorious Foods' makes its version with mildly spiced chicken, coconut and noodle, accompanied by gungo peas, sweet potato, spinach and lemongrass.

Thailand’s massaman curry gets a Glorious Food's makeover with sweet potato, cauliflower, coconut and lemongrass for a gluten-free eat.

From the Middle East, the popular Turkish breakfast shakshuka inspired the spiced tomato soup, which is also gluten-free and vegetarian. It features paprika, tomato, chickpeas, red pepper, brown rice and buckwheat.

“The soups took three months to develop once we had decided on the flavour, and our time was spent ensuring we hit all nutritional targets and produced a tasty product,” says Gale. “Our skilled development chef took on the challenge of converting the flavours into a soup, [but] how that happened is a trade secret.”

Stepping away from the traditional

Served in smaller microwavable pots for convenience, the soups are selling for £1.50.

Gale adds that the Glorious Foods' ethos is to bring taste and adventure to the soup aisle.

“We constantly innovate and drive the category forward, from low-calorie and vegan soups to superfood-packed protein soups. We find that our customers are willing to stray from the traditional flavours and are looking for something that packs a punch,” she says.

So does Sparkie have the spoon ready?


Sparkie says:

‘Street food’ seems to be used regularly as a moniker for consumer-friendly entries into the world of the authentic and traditional. From what I have seen, it is being attached to a lot of things that realistically aren’t from the regions that they claim.

It is nevertheless interesting to see the term being used as a way to brand products, with a view to presenting them in a more favourable light. I think we will see more products from both sides of this – those that are genuinely authentic and those more loosely inspired by street food – as retail takes notice of the trends.

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