UK: Heinz launches instant puree soup
The Squeeze & Stir soups are made from puree rather than powder
HJ Heinz has entered the instant soup category in the UK with Heinz Squeeze & Stir, a concentrated purée soup.
The soup is made from a concentrated purée available in lightweight, squeezable sachets, with a RRP of GBP0.59 (US$0.94). Consumers have to squeeze the soup into a cup, add boiling water and stir.
The Heinz Squeeze & Stir range comprises Cream of Tomato; Mediterranean Vegetable; and Cream of Tomato with Basil and Minestrone lines. It will go on sale this month.
Matthew Cullum, marketing controller for the company's Heinz soups in the UK, said: "The new range includes our most popular varieties and provides one of your five a day in each recipe, so we hope Heinz Squeeze & Stir will drive incremental sales for the category as a whole."
The launch of Heinz Squeeze & Stir is being supported by an integrated communications campaign worth more than GBP2m and it will include in-store activities as well as TV advertising.
According to Nielsen data for the 52 weeks to 14 May, Heinz accounted for 40.3% share of the total UK soup market which is worth GBP588m. The company's year-on-year growth stood at 5.1%, which means it was growing ahead of the market. UK soup sales had risen 3.5% over that period.
The dry/instant soup sector is worth GBP86m a year but, in the year to 14 May, sales were down 1.1%.
As well as our raft of insight articles, just-food continued to provide all the breaking news throughout the food industry in 2011. Below are the ten articles that had you clicking the most throughout...
The collapse of Lehman Brothers in October 2008 was a pivotal point in the evolution of our economic landscape. The fact businesses can look back to that day and pinpoint a sea-change in the shopping ...
Uncertainty surrounds PepsiCo at the moment, with rumours that some directors now want the US food and drink giant to examine whether to split the company in two - a move some analysts and investors d...
US food giant HJ Heinz plans to close more plants to adapt to what the ketchup maker described as a "difficult" trading conditions....
- General Mills sales woes continue - analysis
- Why personalisation will take-off in US food
- Comment: Meal kits in US - don't believe the hype
- US food next wave on display at Winter Fancy Food
- Column: Kraft Heinz, Unilever and sustainability
- Unilever 'lining up spreads sale'
- UK own-label firm Park Cakes sold in MBO
- Immigration crackdown "risk" for US dairy industry
- BRF plant suspended amid bribery allegations
- Fonterra cuts earnings forecast