HJ Heinz has indicated that it intends to increase the focus of its product portfolio by cutting less popular brands.
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Over the next few years, the US ketchup giant aims to reduce its number of SKUs by a further 15-20%, Michael Mullen, vice president of corporate & government affairs, told just-food.
For each new product launched, Heinz removes two products from circulation, Mullen said.
“This helps us maintain a tightly focused business. [It is a] great opportunity to drive complexity out of our business while focusing on consumer driven innovation,” Mullen revealed.
A number of food industry majors are taking similar action in a bid to boost margins in the face of the global economic downturn. Both Kraft Foods and Sara Lee confirmed to just-food yesterday (17 February) that they are simplifying their product offerings by culling underperforming lines.
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