First Impressions

Where is the inspiration coming from to make soups and starters sparkle and encourage consumers to go for that first course? And is soup still one of the most popular choices in the starter stakes? Sheila Eggleston reports

These are tough economic times with consumers cutting back on luxuries so choice and value when eating out have become significantly high on their agendas. Thus making that first course or light meal stand out has to be a priority for caterers to satisfy customers.

One sector raising its standards is pubs. The number of pubs maybe in decline but the quality of the food is on the up with some producing starters to fine dining standards. At this year's Restaurant Show in London for example, the gastro pub challenge competitors kicked off menus with dishes such as duo of Dartmouth cock crab with chilli, lime and Philadelphia cheese topped with avruga caviar and basil oil, smoked haddock rarebit with Ewelme watercress, and textures of Jerusalem artichoke, vanilla and cream. All the starters oozed with freshness, seasonality and provenance.

According to Lamb Weston sales and marketing director Phil Cumming, a winning starter menu has to be versatile, offer different options to suit customers' many moods and tastes, while also embracing current dining trends. "For example, there has recently been a rise in couples and groups ordering dishes to share as a starter meaning that combination platters and tapas style dishes have become a must have on the menu," he explains.

"The starters you serve have to be attention grabbing too – customers can easily choose not to indulge in an appetiser if nothing inspires them, and this is particularly true in the current economic climate. A good starter menu should have classic favourites as well as more exciting dishes to ensure everyone is tempted to opt for a starter."

One trend he says should not be ignored is the demand for comfort food even on a starter menu. Lamb Weston says it specialises in classic favourites with a twist such as spicy onion rings made from sweet Spanish onions in a Cajun spiced batter, camembert bites which offer a light, modern take on the traditional deep fried camembert, and its recently launched Smart Starters range. These are dairy based crispy coated bites in four variants: African bobotie with curry, raisins and apple, Mediterranean with tomato and olive, oriental with ginger and spring onion, and classic original flavour, which the company says is best compared to a quality chicken bite.

There is also a kids' version – veggie bites, which have a similar look and taste to chicken bites but with more than 50% less fat. All can be served with dips or as a part of a larger veggie platter, says Cumming.

Atlantic Foods commercial director Nigel Parkes says soups will always be popular but as consumers become increasingly adventurous in their tastes caterers should look further afield for exotic influences and twists on old favourites. The company's Thai soup combining a selection of fish with an aromatic sauce sachet and coconut breaded shrimps are among its more unusual lines that blend with its popular food items such as breaded chicken goujons and roast chicken wings.

Daloon general sales manager Simon Cliff says it's been a busy year for the company, with many innovative product launches in 2009 providing high quality but affordable starters. These include its vegetable dim sum selection and mini bites that come in cheese and bacon, smoked salmon and dill, and chicken and broccoli. Cliff says: "As with all of our products they are easy to prepare and serve and allow the busy caterer to impress without the stress."

Kraft Food is promoting its Philadelphia soft cheese brand as a versatile ingredient in soups and starters, with a raft of recipes illustrating its suitability in hot and cold dishes.

The company says in soups its stable quality means it won't curdle when heated yet it creates a creamy texture and adds body, while in starters it can be used to "add a twist to a classic recipe, give a luxurious taste or make ingredients go further".

Among its winter recipes it has been promoting is a simple to make smoked salmon and caper rillette that combines both ingredients with Philadelphia Light to make a light starter.

Pritchitts' recently launched Creative Base, which combines cream with gelatine to make a setting base for sweet and savoury recipes, can be used to make starters more simple to produce. Dishes such as smoked mackerel terrine, red pepper dip and Roquefort walnut apple crostini are examples of recipes it has put together for caterers to collect.

Head of marketing Simon Muschamp says: "As it only sets upon refrigeration, the window of opportunity is increased, making larger quantities and delicate recipes easier to manage.

"It is highly versatile and can be blended with other ingredients making it perfect for chefs within the cost sector."

Market analyst Key Note estimates that the UK soup market was worth £465m at retail selling prices in 2008 – an 8.9% increase on the previous year, and forecasts the total UK soup market will show further growth in 2009, driven by various factors such as food price inflation and the ongoing introduction of new soup varieties.

It says the position of soup as part of the staple diets of many people, its relatively low price and its appeal during periods of economic recession should also help to sustain demand.

Pritchitts' Muschamp says: "Through history, when times become hard, people revert to trusted, wholesome food that offers reassurance and value for money. Soup is one of those foods and by using high quality ingredients you can enhance your offering to create a dish your customers will remember."

The company says Millac Gold, its alternative to dairy cream, can help reduce wastage as it doesn't split during cooking and will reduce just like dairy cream, adding a luxurious finish to any soup recipe.

Nestlé Professional marketing director Martin Lines says soup remains a big seller with continued growth predicted driven by the demand for healthier menu choices.

"That's good news for caterers, not least because consumption in the colder months accounts for 70% of starter sales volume – so an enticing soup offer on the menu is paramount to driving extra revenue."

He says seasonality is a must to help meet demand for comforting winter warmers. "Now for example is the perfect time for caterers to make the most out of root vegetables in season, not only satisfying vegetarians but also appealing to health conscious customers." He adds that with health still topping the agenda, all 12 flavours in its Maggi 'A Natural Choice' range are low in saturated fat and made with sunflower oil.

Premier Foods marketing controller Johnny Newton agrees healthy choices are what consumers are increasingly looking for, and soup fits the bill. "It is also something chefs can easily make from scratch using the best available seasonal produce. All they need is a really good stock or bouillon to help with the flavour."

This is echoed by Premier's senior business development chef Mark Rigby, who promotes using Bisto bouillon. "Soups and starters can help form the main part of a lighter, healthier meal solution. The key is simplicity and freshness and in using our bouillon, you get both; it's easy to use and allows you to get the most from the fresh ingredients you add back to the dish. Soup is always a popular choice with caterers as it's easy to reheat and hold during service, meaning little waste."

"With figures showing that sales of soup are up 7.7% in QSR over the last year, soup is clearly a popular choice for a quick and filling snack," says Claire Sullivan, marketing director of Unilever Foodsolutions. "Sources also indicate that 9.2% of meals served in hotels include a soup course, suggesting it still proves to be a popular starter. With the winter months approaching and more customers opting for warm, filling dishes, now is the time to ensure choices attract the maximum number of new and existing customers."

She says for operators that don't have time to make soup from scratch, Knorr ready to use soups are ideal as they offer an authentic look and taste, due to the visible chunks present in the soup, and all operators need to do is simply heat through and serve.

The leek and potato, carrot and coriander, and sweet pumpkin and parsnip varieties are particularly suitable as part of an autumn menu as all the vegetables are currently in season. She adds that the latter two varieties also contain at least one portion of fruit and vegetables per 250ml serving.

With the growth of eating on the go, carry out soups also need the wow factor from branded cups to the little extras that complement the liquid food. Sullivan explains: "Freshly baked rolls and toasted ciabatta are popular accompaniments and may give the impression of value when combined with a money saving purchase offer. Loyalty cards offering customers a free Knorr Soup2Go after a set number have been purchased, is a great way of ensuring repeat purchase while pleasing the 47% of consumers who list value for money as a top consideration when eating out of home."

Heinz Foodservice also believes brands hold the key to successful sales. Brand manager Emily Frank says research has shown that not serving a brand could lose a caterer up to 20% of repeat business.

She adds that with the onslaught of the recession, types of soup and the way it is eaten has changed in the past year, and Heinz is now seeing signs that soup is back on the radar as a value for money, hearty main meal. "We have acknowledged this trend and positioning our soup as a main meal, including lunch option, rather than simply a light snack."

Heinz believes the old favourites have made a comeback because of the trend towards eating comfort food during the recession. "Money is tight and customers are not eating out as often, but when they do, they are looking at options they know they are going to enjoy rather than be a bit too experimental," says Frank.

"While we continually look at NPD, our existing choice of soup reflects all these trends and revisiting these ranges with extra support could prove lucrative for foodservice operators right now."

The company's newest addition to its range is Heinz Select, a premium, ambient soup that reflects the growing interest in health, well being and nutritional quality.

It comes in chunky farmhouse vegetable, rustic minestrone, hearty mushroom, tangy tomato and basil, and sweet carrot and coriander, all based on leading retail varieties.

3663 senior marketing manager Gavin Hands says soup is in the top 20 most popular meals eaten out of home, according to research by the NPD Group/CREST carried out between January-June 2009, and therefore a must have on every menu.

The trends the group believes are important for 2010 are health, freshness and seasonality. "It is not about adding short term sparkle but making sure you are giving customers what they want. Health is an important trend and soup has long been considered a healthy choice. Caterers can maximise on this trend by combining soup with other healthy products so they appeal to a wide range of customers."

When it comes to freshness, he says, there are many elements that contribute to its perception: ingredients without additives, visible pieces and natural aroma.

"Research conducted by Unilever Foodsolutions last year discovered that when it comes to soup appearance it does add to our overall product quality perception," says Hands.

Soups and starters that 3663 has recently added to its repertoire are TSC's honey roast parsnip and rosemary soup and chestnut and wild mushroom soup, plus its own label Whites prawn and crab bisque and farmhouse cheddar tartlet.

Brakes grocery marketing manager Robert La Francesca says soup is continually growing as a light lunch option, but it's often the same old flavours on the menu.

"As a result Brakes is trying to drive consumption through making soup more contemporary and enticing. Consumers are more demanding with their expectations of quality at an affordable price, and by putting together an exciting offering without a hefty price, soup can be a very profitable menu item," he says.

Seasonality is a key element of this strategy and Brakes has introduced lines such as pumpkin goulash soup for the autumn, particularly Halloween and Guy Fawkes' bonfire night, plus spicy parsnip soup, and for winter and especially Christmas a winter greens and stilton soup with a hint of port.

Basic soups, says La Francesca, can be jazzed up with leftovers such as smoked salmon strips and swirls of cream, which also helps reduce waste in the kitchen.

Presentation is another point to remember and Brakes says striking crockery, cutlery and accompaniments can make a dish stand out without breaking the budget.

Nigel Crane, managing director of stocks specialist Essential Cuisine, says the beauty of soup is you can create a fantastic dish with a very simple formula. "Soup is such a good money spinner, you can make it from just about anything, and it is only the limit of your imagination that will stop you making a profit. It is amazing how far a potato and onion will go. Pay attention to detail and you are set to win customers round."

He says ingredients such as beetroot, pea and watercress are good served chilled in summer with a simple garnish, "a swirl of pesto and a dollop of crème fraîche laced with herbs", and then there's soup's growing popularity because of Brits' willingness to experiment, with foreign travel opening their minds to ethnic influences.

"Going down the Thai line is where soup hits the spot for me right now; I love the fusion of lime leaf, coconut and chilli," says Crane. "I started thinking about it after my visits to the new Vietnamese street bars in London, wolfing down plates of the tastiest noodle dishes ever.

"The Thai bars in Manchester, with bowls of creamy Tom Kha, also got the brain ticking. By mixing a few east meets west ingredients, you start to get wonderful flavours, even when using something as plain as tomato soup.
"With some creativity, it turns into fragrant Thai tomato soup or a Muang noodle broth. Delicious."

Words by Sheila Eggleston