Soup’s On: Seasonal Staple to Deli Driver

Retailers rethink formats, flavors, and merchandising to drive soup sales year-round.

Soup has long been a staple of the deli, but today’s operators are reimagining the category as a true traffic driver, rather than a seasonal add-on. With consumers seeking convenient, affordable, and comforting meal solutions, retailers are leaning into soup’s versatility, and manufacturers say the opportunity is bigger than ever.

“The category has grown extensively over the last 10 years; it’s now about a $1.2 billion business in the deli,” says Bob Sewall, Blount Fine Foods, Fall River, MA. “And it’s still growing. From hot bars to shelf-stable jars and instant kits, soup is evolving into a multi-format, multi-occasion solution that can anchor deli performance throughout the year.”

To drive repeat traffic, retailers must change the way they’ve thought in the past.

“To transform soup from an impulse purchase into a destination, retailers need to think of it as a meal solution,” says Mirit Shalvi, senior vice president of marketing and strategic partnerships for Kayco Kosher, Bayonne, NJ. “Clear signage, rotating seasonal features, and storytelling help build anticipation and repeat visits.”

Jennifer Fessler, vice president of sales for New York, NY-based Hale & Hearty, notes a soup destination should be built on unique, chef crafted varieties that shoppers can’t find anywhere else.

“Customers won’t make a special trip for a basic chicken noodle, but they will for flavors that feel homemade, exciting and memorable,” she says.

“Customers won’t make a special trip for a basic chicken noodle, but they will for flavors that feel homemade, exciting and memorable.”

— Jennifer Fessler, Hale & Hearty, New York, NY

With that in mind, Hale & Hearty offers distinctive, small batch soups, like Broken Lasagna, Mulligatawny, Portuguese Kale with Chorizo, Baja Shrimp, and many more chef crafted recipes that elevate the entire hot bar.

“We also introduce seasonal varieties throughout the year to keep menus fresh, drive repeat traffic, and give shoppers a reason to return week after week,” says Fessler.

While the hot bar remains the category’s traffic driver, many retailers are seeing significant growth in refrigerated cups and quarts as more customers are on the go.

“Dual income households and kids’ busy extracurricular schedules have accelerated demand for quick, portable meal solutions, making grab-and-go a major growth engine,” says Fessler.

For some retailers, success comes down to elevating the experience.

“Deli departments today need to compete with restaurant fare,” says Mary Shepard, director of sales/partner at Stockpot Soups, Portland, OR.

Sewall says assortment plays a critical role in creating a place shoppers want to return to time and time again.

“It’s that wall of soup,” he says. “When you have 25 or 30 varieties, that creates a destination because there’s something there for every customer.”

“It’s that wall of soup. When you have 25 or 30 varieties, that creates a destination because there’s something there for every customer.”

— Bob Sewall, Blount Fine Foods, Fall River, MA

He adds that retailers who treat soup strategically, with the right mix of brands, flavors and promotions, are seeing strong results.

“You’re bringing people to the category every week,” says Sewall. “Rotating promotions across brands keeps traffic steady.”

FORMATS EXPAND THE OPPORTUNITY

One of the biggest shifts in deli soup has been the expansion of formats, allowing retailers to meet multiple shopper needs. Today’s most effective deli soup programs balance three key formats: a strong hot bar, a robust grab-and-go refrigerated set, and convenient family size options.

“The hot bar remains the category’s traffic driver, but retailers are seeing significant growth in refrigerated cups and quarts as more customers are on the go,” says Hale & Hearty’s Fessler. “Dual income households and kids’ busy extracurricular schedules have accelerated demand for quick, portable meal solutions, making grab-and-go a major growth engine.”

Each format serves a different role, and together they create a more complete offering.

“Retailers should combine immediate-consumption convenience with take-home flexibility,” says Nadine Halaseh, marketing and brand manager for Mezete in Amman, Jordan.

Sewall points to strong growth in ready-to-eat formats, something that has evolved in recent years.

“Hot-to-go soup is growing at an even faster rate than the overall category,” he says. “Consumers are looking for that meal solution, especially at dinner.”

Meanwhile, newer formats are pushing the boundaries of the category.

For instance, the Matzo Project offers artisanal matzo, and that segment is seeing lots of interest among consumers.

“It’s very similar to a cup of noodles, but with matzo ball soup,” says Ashley Albert, one of the founders of The Matzo Project, Brooklyn, NY. “All you do is add water, and you have a really delicious bowl in minutes. It can live in the deli, the soup aisle or the kosher section.”

Convenience is also driving innovation across the category.

“We’re seeing a big shift toward convenience and pantry-friendly formats,” says Sarah Nathan of Nooish, Chicago, IL.

Still, fresh remains essential for deli differentiation.

“Keep the fresh in the deli,” says Shepard. “That’s what gives you that restaurant-quality experience.”

KEEPING THINGS FRESH

One of the biggest challenges in deli soup is balancing shelf life with freshness and food safety, especially as retailers work to manage labor, shrink and unpredictable traffic patterns. Operators need soups that stay safe and stable through distribution, while still delivering a fresh, homemade taste.

“Hale & Hearty addresses this by offering a 65-75-day shelf life from the date of manufacture, achieved through our hot fill process, rapid cold bath cooling, and the use of an all natural nisin preparation,” says Fessler. “This combination ensures food safety without compromising flavor or ingredient integrity.”

For retailers, the key to optimizing production and turnover is tight rotation, accurate forecasting, and aligning deliveries with actual demand so the soup bar stays fresh, full, and appealing throughout the day. When operators pair strong food safety practices with reliable, extended shelf life products, they can maintain quality while reducing waste and improving overall deli performance.

Shelf-stable options are also expanding the category’s reach, and more companies are paying stricter attention to this.

“At Manischewitz, we’ve invested in ready-to-serve glass jar soups that bring deli-quality flavor into a convenient format,” says Shalvi.

Health and wellness trends are also reshaping the category, as consumers increasingly look for nutrient-dense, satisfying options that align with their lifestyles.

“In today’s health-conscious world, soup has great appeal — fresh vegetables, protein and fiber,” says Blount’s Sewall. “GLP-1 users are buying more soup because it fits their lifestyle.”

At the same time, clean label expectations continue to influence purchasing decisions.

FLAVOR INNOVATION MEETS COMFORT

While formats are expanding, flavor continues to drive consumer interest, especially when it blends familiarity with discovery.

“We still see the 80/20 rule — classic and comfort soups are always the best sellers,” says Shepard.
At the same time, global flavors are gaining traction.

“We’re seeing strong momentum behind soups that combine comfort with discovery,” says Mezete’s Halaseh.

Hale & Hearty is seeing strong momentum behind globally inspired flavors, premium ingredients and bolder spice profiles in the deli soup category, driven by consumers’ growing desire for variety.

“Shoppers are gravitating toward Mediterranean, Latin and Southeast Asian influences, along with elevated comfort foods that feel both familiar and new,” says Fessler. “Ingredients like harissa, coconut milk, turmeric, roasted chiles and fresh herbs are gaining traction, as are premium proteins and vegetable forward blends.”

Consumers are also looking for soups with depth — layered broths, slow cooked flavors, and chef crafted combinations that go beyond the basics.

“There’s curiosity around Mediterranean, Middle Eastern and Eastern European influences,” says Shalvi.
Sewall notes that variety is key to meeting diverse consumer needs.

“When you have organic, dairy-free and gluten-free options, there’s something for every customer,” he says.

For brands like The Matzo Project, emotional connection plays a major role. “It reminds people of their grandparents … it’s more than just a product, it’s a memory,” says Albert.

VISIBILITY IS ESSENTIAL

When it comes to merchandising, positioning the hot bar at the front of the deli with clear signage and strong aroma cues drives immediate traffic, while cross merchandising grab-and-go cups near sandwiches, salads and prepared meals captures shoppers looking for quick lunch and dinner options
“Soups should be positioned as a centerpiece of the deli,” says Kayco Kosher’s Shalvi. “Presentation also matters. Make it a station. It could be paired with a salad or other item to create a full meal.”

As retailers look ahead, soup’s role in the deli will continue to expand.

“Consumers increasingly want food that feels both familiar and differentiated,” says Halaseh. “Convenience, premium quality, and global flavors will remain key drivers.”

For Sewall, the opportunity is clear: “The No. 1 question is, ‘What’s for dinner?’” he says. “For retailers who execute well, soup can provide the answer for almost every dilemma in supermarket retail today.”