Heinz revolutionizes beanz

Sat, 31 Jul 2010 | By Rosie Baker

Heinz says it is “the biggest launch in the category” since it introduced Heinz Snap Pots in 2007.

The launch of Heinz Fridge Packs will be supported by a £3m marketing campaign, which will include TV advertising that will build on the “It has to be Heinz” campaign.

It has been developed to reduce waste by catering for families who often eat at separate times of the day and use only part of a can, leaving the rest to waste.

The screw-top container means the beans will stay fresh in the fridge for five days and has a see-through portion control guide on the side so that consumer scan see how much is left.

The 1kg jar holds the equivalent of two and a half standard cans.

Phil Jones, Heinz UK & Ireland VP Sales continues: “Heinz is dedicated to looking for new ways to drive value in the beans, kids and meals category. As market leader we have a responsibility to spearhead this growth.

“The launch of the ’Fridge Pack’ demonstrates how we are harnessing consumer trends, driving innovation and making the category more relevant and more exciting for consumers. In doing so we are continuing to grow sales for our retail partners.”

Nick Mullen, director of the Metal Packaging Manufacturers Association, says: “Brand extensions do exactly what they say on the tin - widen the market - and this clever and innovative Fridge Pack will do just that, but not at the expense of the circa 442m cans already being sold in supermarkets across the country.”

In may, Heinz appointed former Unilever global vice president for brand development Matt Hill to the role of chief marketing officer for Heinz UK & Ireland. http://www.marketingweek.co.uk/searchResults.aspx?qsearch=1&qkeyword=heinz&x=0&y=0