UK: Heinz launches 'Big' ready meal line

By Michelle Russell | 10 September 2012

The Heinz ready meals are available in four variants

The Heinz ready meals are available in four variants

Heinz has extended its ready meals line in the UK with the launch of a new range.

Heinz Big Ready Meals will be available from mid-September, the food group said today (10 September), with the tagline 'Big on flavour'.

The range will be available in four varieties: chicken curry, pasta bolognese, chilli con carne and beef hot pot. All will have an RRP of GBP2 (US$3.20).

"We launched the Heinz Big Ready Meals range because consumer research has shown that there is a need on the market for male oriented products, which deliver on the proposition of no-nonsense satisfying meals," said marketing manager Sally Marshall.

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Heinz is entering the standard ready meals market with the launch of Heinz Big Ready Meals in mid-September. The new range has the tag-line, ‘Big on flavour', offering consumers a convenient and satisfying meal.

This launch sees Heinz extend its established Big brand beyond the ambient soup category for the first time. Heinz Big Soup is currently #2 in the ambient soups category (after Heinz Classics), with popular appeal amongst men who see the range as providing a filling and tasty meal solution. Heinz is now looking to build on this brand equity with its first venture into standard ready meals.

Heinz Big Ready Meals have an RRP of £2.00, with each dish big on flavour and packed full of a combination of delicious meat and vegetables in a rich sauce, with potatoes or pasta Primarily aimed at 25 - 44 year old males looking for a quick, satisfying and tasty meal, the Heinz Big Ready Meals are simply heated in the microwave and ready to eat in minutes.

The new range will be available in-store in four different varieties:

Chicken Curry (420g) - Lean chicken in a tasty curry sauce with chunky potato wedges

Pasta Bolognese (440g) - Penne pasta with 100% beef and real Cheddar Cheese in a red wine tomato sauce

Chilli Con Carne (440g) - 100% beef in a succulent chilli sauce with chunky potato wedges

Beef Hot Pot (450g) - 100% beef with chunky veg and potato wedges in a sauce made with Lea & Perrins Worcestershire sauce

Sally Marshall, Marketing Manager said: "We launched the Heinz Big Ready Meals range because consumer research has shown that there is a need on the market for male oriented products, which deliver on the proposition of no-nonsense satisfying meals.

"The Heinz Big Ready Meals provide favourite recipes which are big on flavour and made of high quality ingredients, creating a filling meal. We know men in particular love our Heinz Big soups, which follow this winning ethos, and we are confident that they will be equally enthusiastic about this new range."

The launch will be supported with in-store activity and POS material. In addition, the Heinz Big Ready Meals range will benefit from the existing Heinz Big partnership with the Rugby Football League.

The frozen ready meal category is worth £447.1 million[1] and standard ready meals segment represents 83.7%, growing YOY.

 

Original source: Heinz

Sectors: Chilled foods, NPD & innovation

Companies: Heinz

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