February 4, 2013—Fearlessly Archived—Still a fun read, price & availability may have changed.
Soup in Big Cans
Big Flavor, Small Price
We eat our products, just like you do. And every now and then, we come to the collective realization that there are products that could be better, things we really like that we just know we could improve. So we set out to do just that. That’s what happened with two of our canned soups. We’d carried them for years and years, they came in iconically-shaped cans, and when we tasted them we thought, “They’re okay.” Okay just doesn’t cut it with us. So we set out to make them better. And we did. And surprisingly, in the process, we made them less expensive.
Trader Joe's Minestrone Soup and Trader Joe's Lentil Soup are the new incarnations of these traditional favorites. They're both excellent stand-ins for homemade when time is short, and on a cold winter day, you just can’t beat a bowl of really good soup. Minestrone Soup is a big soup, with big chunks of vegetables like green beans, peppers, peas, and potatoes, as well as a hearty tomato-based broth and loads of pasta. Our Lentil Soup is loaded with lentils and veggies. It's low in fat, and a good source of protein, fiber, and potassium. Add some crusty bread and a roaring fire, and you've got the antidote to a cold night—warm dinner!
By switching suppliers and using a more standardized can, we were able to upgrade the soups and still lower our retail by 50 cents to $2.49 for each 28 ounce can. We still think the cans are iconic—now it's not the shape, it's the design, with a large "L" on the Lentil Soup, and a large "M" on the Minestrone. Most iconic of all is the taste, which will keep you coming back for more. You’ll find these on our grocery shelves.