Food giant Heinz has unveiled a £10m (US$) 18.4m relaunch of its UK soup range.
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The revamp will take in recipes, packaging and marketing. Marketing manager, Heinz Soups, Nina Sellhammar stated that the nutritional benefits of all Heinz’ classic soup recipes had been improved. She added that the Cream of Tomato variety now has more tomatoes, while the Cream of Chicken variety has more chicken and the Potato & Leek variety has more leeks.
Reflecting widespread concern over levels of less nutritionally beneficial ingredients, Hammar stated: “We now have the lowest levels of salt, sugar and fat across the total soup category. We have been reducing salt across the range since 1997, and it now benefits from further reductions.”
As part of the campaign, Heinz is launching a new range under the Heinz Special banner. These include less conventional flavours such as Spicy Butternut Squash and Chicken & Sweetcorn Chowder.
Heinz has also redesigned its soup packaging. In line with recent label changes to other Heinz ranges, there is a more contemporary upper and lower case brand name and a “softened”, more approachable, keystone, the company said. There is improved ingredients photography on-pack, and the clearer labels now include salt equivalents as well as allergen information. The Heinz Special range has a softer, beige-coloured packaging.
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By GlobalDataThe launch of the new developments is being rolled out in a series of one-day changeovers across all major retailers, beginning on 15 August. A TV advertising campaign is scheduled to begin in October.
