Heinz is looking to expand its presence in the Andes region of South America. Colombia’s Industrial Alimenticias Noel, which markets the Heinz products nation-wide is pushing its promotion of tuna, condiments, sauces, and processed fruit/vegetable products (compotes). In association with Alimenticias Noel, Heinz plans to launch several new products in Colombia this year.

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Atio Urdaneta of Heinz Miami, where the corporation’s Latin American operations are based, pointed out that Heinz tomato sauce has recently encountered intense competition in the Colombian market. Heinz products holds a 30% share of the Colombian compote market.


Heinz plans to increase sales of its existing product line through a multi-pronged promotional campaign. In co-operation with retail establishments, Heinz will offer a variety or promotions and price reductions.


Alimenticias Noel is part of the Heinz regional production and distribution network that includes affiliated companies in Argentina, Colombia, Costa Rica, Ecuador, and Venezuela. This year Heinz will re-launch its tuna brand in Colombia, as well as several new tomato sauce and condiment items.


By Steven Lewis, just-food.com correspondent

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