Food & Drink Innovation Network ? HEINZ INVESTS IN ITS ...

June 14th, 2012

Following the launch of Heinz Squeeze & Stir in 2011 , Heinz is launching two new products and its first multipack.

The pur?e format delivers a new product idea into the category.

The new Chicken & Vegetable and Mushroom & Parsley varieties were inspired by consumers? tastes, and are among the top selling flavours in the dry soup category.

The recipes, which are made from a concentrated pur?e, have no artificial colours, flavours, preservatives or MSG and are low in fat.

The Heinz Squeeze & Stir Soup range comes in lightweight, squeezable sachets, with an RRP of ?0.59.

The recipes are made from concentrated pur?e

All consumers need to do is squeeze the soup into a cup, add boiling water, stir and eat.

Available in-store from 6th August 2012, the Heinz Squeeze & Stir range now includes the following varieties:

• ? Chicken & Vegetable (70g) -NEW
• ? Mushroom & Parsley (70g) ? NEW
• ? Cream of Tomato (70g)
• ? Mediterranean Vegetable (70g)
• ? Cream of Tomato with Basil (70g)
• ? Minestrone (70g)

Jack Wallace, Marketing Manager, Heinz Soups, said:

?We are excited to continue building momentum around the Heinz Squeeze & Stir launch by adding two new well-liked varieties for consumers to pick from.

?Consumers are increasingly looking for choice and variety, so we wanted to ensure that we cater for their tastes, whilst offering flavours which they?re already familiar with.?

In addition, Heinz is launching its first three sachet multi-pack ? in the Cream of Tomato variety ? to its Heinz Squeeze & Stir range.

The new format has been introduced for shoppers who tend to buy multiple packs of soup.

The launch will lead to incremental sales, in a bid to make it easier for consumers to purchase more packs per trip.

The multi-pack will be available in-store in mid-June with an RRP of ?1.59 for three sachets.

Heinz is continuing to invest in the launch of Squeeze & Stir with a ?1.5m campaign.

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