The curious case of the tomato soup button
Nestled between “cocoa-flavored drink” and “long coffee (instant)” on vending machines, the small button for tomato soup evokes more surprise than one might expect. This curious option raises questions: Who actually presses it? And why does it remain available despite the silence surrounding it?
Where can you still find this button?
Often found on older machines, the tomato soup button is a familiar sight in hospital corridors, along highway rest areas, and in offices where coffee breaks are taken on the run. While modern machines with touchscreens have phased out this option, it remains a steadfast and somewhat enigmatic presence on vintage models.
Who actually drinks it?
The answer is both simple and surprising: not many. Many witnesses can’t recall ever seeing someone press the “tomato soup” button. In certain departments, the product was so unpopular that staff requested it not be replenished. However, vending professionals confirm a small, yet existing, clientele for this option, estimating that such sales account for no more than 5% of total transactions. Interestingly, they note a slight trend: younger consumers appear a bit more inclined to select tomato juice or soup year-round, without any notable seasonal preference.
What explains the tomato preference?
Several factors may explain why some people choose tomato soup. First, dietary preferences are evolving. Many young individuals are becoming more conscious of what they eat, seeking alternatives that are lower in sugar and caffeine. Tomato juice is perceived as a more “savory” and satisfying option.
Next, there’s the role of memory and routine. For many, tomato soup is reminiscent of family road trips and stops at rest areas. For others, it’s the go-to drink during flights or long drives.
Lastly, there are logistical challenges associated with the product. Tomato concentrate can leave a strong odor or taste behind. Some operators have reported that this residue can alter the flavor of coffee if the machine isn’t cleaned meticulously.
What do the numbers say?
When it comes to coffee, the statistics are clear. An OpinionWay survey for Delta Cafés conducted in 2025 reveals that 81% of French citizens consume coffee daily. On the juice front, a 2016 Ifop study indicates that nine out of ten French people regularly enjoy some form of juice.
However, specific and recent data regarding soup or potage consumption remains elusive. Tomato soup from vending machines continues to be a niche product, absent from major consumption barometers.
What if you’re curious?
If you’ve never tasted it, why not try making your own at home first? Here’s a simple and quick recipe to capture that familiar flavor without preservatives or machine residues.
Express tomato soup (serves 2)
– 400 g canned peeled tomatoes
– 250 ml vegetable broth
– 1 small onion, chopped
– 1 tablespoon olive oil
– 1 teaspoon sugar (to balance acidity)
– Salt and pepper to taste
– Optional: 50 ml heavy cream for added richness
Sauté the onion in olive oil until translucent. Add the tomatoes and broth, and let simmer for 10 minutes. Blend until smooth. Adjust salt, pepper, and sugar to taste. Add cream if desired. Serve hot.
Conclusion: the mystery remains unsolved
The “tomato soup” button is not merely a relic of the past; it serves a small but dedicated clientele. Some choose it out of nostalgia, while others seek a different kind of nourishment, justifying its continued presence on certain machines.
Although tomato soup remains a rarity in overall consumption statistics, it illustrates how personal habits can endure over time. The next time you encounter this button, you’ll understand that it carries a story of taste, tradition, and occasionally, the challenge of thorough cleaning.
