SOMERSET, NJ — Tabatchnick is to frozen soup what Lender’s is to frozen bagels. Barry Ansel, the Senior Vice President of Sales and Marketing at Tabatchnick should know. He had served as a senior sales manager at Lender’s during a time when the frozen bagel category hit record highs and today he is part of the growth of frozen soups. Tabatchnick, a 45-year old family owned business, is the market leader for kosher frozen soups. Soup is one of those basic staples of kosher cuisine, particularly because of the weekly Shabbos and Jewish holidays. It is a category that has experienced steady growth, be it fresh, refrigerated, or in a cup with added water. The total soup consumption for the industry has increased now that so many retail outlets such as Walgreens, CVS, Rite Aid, Trader Joes, Whole Foods have a frozen soup sections.
Soup was never considered a health food but nowadays diet soups abound. Tabatchnick says that their soups have less calories per serving, one-third to half of the sodium, and because its frozen, it can retain its nutritional value as opposed to a can or a pouch. Tabatchnick manufactures aseptic soups, sold in boxes, and has particularly succeeded with such private label brands as Imagine and Pacific. Tabatchnick’s newest success is Soup Singles that has outsold traditional Tabatchnick items. It comes in a microwavable bowl and is ready in five plus minutes. This item is regionally distributed in the Northeast and metro New York stores.
Their traditional in-pouch Frozen Soups has national distribution. While Tabatchnick is a market leader in the kosher and Jewish markets, it is predicting that its growth will come from non-kosher consumers. Like the bagel, Mr. Ansel is betting that Tabatchnick resonates well with the mainstream market.