I’ve always thought that the characteristics of soup (a mixture of lots of different vegetables, herbs, colours and textures) lend themselves perfectly to a mélange of typefaces. The impression of a placed paper label seals the deal, and gives oodles of standout.
Exactly the same idea as New Covent Garden, but even in this rather clunky plastic bucket, looking twice as fresh.
Takeout: If evidence was needed that type is a symbol and not mere text, here it is.