UK: Heinz adds to baby food stable with sachet line

By Michelle Russell | 6 February 2013

The range is available in two variants: Creamy Oat Porridge and Sunrise Banana

The range is available in two variants: Creamy Oat Porridge and Sunrise Banana

Heinz has added to its baby food line in the UK with the launch of a range of breakfast cereal sachets.

The dry cereal, designed for babies ages four months plus, is available in two variants: Creamy Oat Porridge and Sunrise Banana. The cereals have no artificial colours, flavours or preservatives are have been launched in response to demand from parents for a "varied, convenient and fresh" breakfast option, Kellogg said.

The range has an RRP of GBP0.79 (US$1.24) per sachet.

The launch by Heinz follows that of Ella's Kitchen, which entered the baby breakfast cereal category last last year with the launch of baby breakfast cereals in pouches that it billed as "healthy" and "fun". The company was the first to introduce baby food in pouches in the UK market. 

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HEINZ LAUNCHES NEW BREAKFAST CEREAL SACHETS FOR BABIES

Market leader Heinz has revealed its latest innovation in infant feeding, with the launch of its new Heinz Breakfast Cereal Sachets. The newly designed dry cereal, created for babies aged 4+ months, enables mums to serve up a nourishing new breakfast choice for their little ones.

Developed in direct response to demand from mums for a varied, convenient and fresh new breakfast option[1], each 30g sachet is designed to offer two individual easy-to-make servings.

The personalised portion size reduces waste and avoids the need for parents to have to reseal the package, eliminating commonly associated concerns with retaining a product's freshness.

Available in the top selling Heinz cereal flavours[2], Creamy Oat Porridge and Sunrise Banana, they provide a variety of fresh breakfast choices for babies.

Available in-store from 1st February 2013, Heinz Breakfast Cereal Sachets have an RRP of £0.79 each.

Containing no artificial colours, flavours or preservatives, each 30g portion provides a third of the key vitamins and minerals needed to help develop a baby's healthy growth[3].

Laure Gentil, Heinz Infant Feeding - Brand Manager, comments: "Following the research we conducted, we wanted to launch a new innovative cereal format for babies that would reassure mums and cater for their daily needs.

"By creating cereal sachets that offer one to two meal servings, mums don't need to worry about trying to reseal the sachet to retain the freshness of the flavour. They can also have a compact and convenient breakfast option that is easy-to-carry and delivers the important nutrients that their babies need."

Heinz is the number one brand in the total Infant Feeding category (excluding milks) with a 24.1% value share[4]. Within the Infant Feeding Category dry food, including cereals, is worth £30 million and Heinz is the leader with a 45.4% value share of the market[5].

Original source: Heinz

Sectors: Baby food, NPD & innovation

Companies: Heinz, Kellogg

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