UK: Heinz launches gluten-free pasta range

By Michelle Russell | 25 February 2013

The range comprises three pasta and three sauce variants

The range comprises three pasta and three sauce variants

Food giant Heinz has launched a range of gluten-free pasta and sauces in the UK as the company looks to tap into the growing category.

Available from mid-March, the Deliciously Gluten Free range comprises three pasta varieties: Penne, Macaroni and Spaghetti, and three sauces: Tomato Frito, Tomato & Basil and Tomato & Oregano.

"This range is the first Heinz branded gluten-free pasta globally," a spokesperson for the company told just-food today (25 February). 

Heinz said the launch is in response to increasing demand for quality gluten-free products. According to Kantar Worldpanel data, the category grew by 23% in the year to October 2012.

"Coeliacs often feel they have to compromise on taste due to their dietary requirements, so Heinz wanted to create a range which allowed them to enjoy delicious versions of their favourite dishes gluten-free," said Ali Wilkes, marketing lead at Explore at Heinz.

Show the press release

 

HEINZ LAUNCHES NEW ‘DELICIOUSLY GLUTEN FREE’ RANGE

 

               
   
     
 
     
 
 
 

 

 

 

 

 

 

 

 

 

Heinz is launching a delicious new gluten-free range of pastas and sauces, to offer Coeliacs and gluten-intolerant consumers the chance to enjoy some of their favourite dishes - without having to compromise on taste.

Available from mid-March, the ‘Deliciously Gluten Free’ range responds to the increasing demand for quality gluten-free products. In the last year, the category grew by 23% - significantly higher than the grocery average[1].

Suitable for people with Coeliac disease and those following a gluten-free diet, the high quality range features three pasta varieties - Penne, Macaroni and Spaghetti, and three great-tasting smooth pasta sauces - Tomato Frito, Tomato & Basil and Tomato & Oregano.

The delicious Italian pastas are available in 500g bags at a RRP of £1.80 each. Using generations of food know-how, Heinz has blended corn, potato and lupin flour to make sure the taste and ‘bite’ are just right.

The pasta sauces are available in a 210g tetra pack and have an RRP of £0.89. The small individual portion size is designed for added convenience and to reduce waste.

The smooth pasta sauces follow an authentic Spanish recipe; fresh onion and garlic are gently cooked in a little oil then some of this infused oil is blended with tomatoes as they cook, producing the rich flavour and aroma. They are delicious when heated and stirred into pasta, or as a tomato base for other dishes.

Ali Wilkes, Marketing Lead at Explore at Heinz, said: “Coeliacs often feel they have to compromise on taste due to their dietary requirements, so Heinzwanted to create a range which allowed them to enjoy delicious versions of their favourite dishes gluten-free. 

“All six products feature the crossed grain symbol - certifying them gluten free - and with no artificial colours, no artificial flavours and no artificial preservatives, we are proud that these are products our consumers can really trust.”

The launch of the new Heinz ‘Deliciously Gluten Free’ range will be supported by marketing and promotional activity with Coeliac UK, in-store marketing, digital activation and presence at shows such as Vitality and The Allergy Show.

The gluten-free category is currently worth £140m in grocery alone.[2] Heinz is planning to launch further new exciting products to the range in the future.

 

-Ends-

 

Original source: Heinz

Sectors: NPD & innovation

Companies: Heinz

View next/previous articles

Currently reading -

UK: Heinz launches gluten-free pasta range

There are currently no comments on this article

Be the first to comment on this article

Related research

Bouillons & Stocks Market in United States to 2016

The report presents detailed data on consumption trends in the Bouillons & Stocks category in United States, analyzing consumption volumes and values at segment level. It also provides indispensable data on distribution channels, profiles of companie...

Chutneys & Relishes Market in United States to 2016

The report presents detailed data on consumption trends in the Chutneys & Relishes category in United States, analyzing consumption volumes and values at segment level. It also provides indispensable data on distribution channels, profiles of compani...

Dips Market in United States to 2016

The report presents detailed data on consumption trends in the Dips category in United States, analyzing consumption volumes and values at segment level. It also provides indispensable data on distribution channels, profiles of companies active in th...

Related articles

Editor's choice: the highlights on just-food last week

After Lindt & Sprungli reported higher solid first-half results last week, just-food interviewed the Swiss chocolate group's CEO Ernst Tanner to discuss its growth in mature markets and its patient strategy in developing economies. New Zealand's dairy sector continued to be in the spotlight after another recall of ingredients headed in China. Elsewhere, Heinz's new owners continued their plans to streamline its business, US food firm JM Smucker made a notable move in gluten free with the acquisition of Enray and we spoke to the creator of Powerful Yogurt, a product initially devised for men in the US and now looking at broadening its consumer base and expanding overseas.

UK/IRE: More Heinz jobs at risk as shake-up continues

Over 200 Heinz workers in the UK and Ireland could lose their jobs as the ketchup maker's new owners set out more plans to streamline the business.

Quote, unquote: just-food's week in words

A selection of quotes and insight from last week's news.

Welcome to the home of food information, insight & intelligence

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page