Baxters celebrates 150th anniversary with limited edition can

From: Packaging News

Baxters Food Group has released a limited edition label for its iconic Royal Game soup to celebrate 150 years in business.

The tins, which bear a contemporary label inspired by one of the original 1930s designs, will be available in supermarket stores nationwide from mid-July to help mark the UK family-run food producer’s milestone year.

Royal Game was the first soup ever created by the Baxter family, and is still as popular today as it was when it was first created in 1929, selling thousands of units every week.

While the sumptuous venison and pheasant soup was originally stocked only by luxury retailers like Harrods and Fortnum & Mason, the Baxters favourite can now be found in most supermarkets across Britain. Despite its heritage, the much-loved soup has many qualities sought after in a modern diet, including being low in fat, low in calories and high in protein meat.

Audrey Baxter, executive chairman and group chief executive, Baxters, said: “From our inception as a small grocery store in 1868, we have grown into a global food business and we’re proud to be celebrating our 150th anniversary this summer.

“We continue to be inspired by a passion for great tasting food and have developed so many new, innovative products over the years but it seemed fitting to take a look back through the archives to mark this milestone. Royal Game was one of the first soups my grandmother Ethel created and the limited edition tin gives our loyal customers an opportunity to share a little piece of our history.”

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