Heinz is looking to tap into on-the-go breakfast trends in the UK with the launch of two ready-to-eat products aimed at babies.
Heinz Breakfast Pots will be available in oat porridge, banana and apple muesli and very berry porridge. Each pot includes calcium and iron and contains no added sugar, the company revealed.
Meanwhile, Heinz Breakfast Biscotti are made from a blend of grains, including wheat, oat, barley, rice, corn and rye. They contain prebiotics and added vitamins and minerals, Heinz said.
The product launches mirror trends towards on-the-go options in the adult breakfast category. Heinz said the move addresses a lack of choice in the baby breakfast aisle. “Mums want to give their babies the best possible start to the day. But, while there are shelves full of adult breakfasts there is very little choice when it comes to what’s available in the infant aisle,” Virginie Mercier, Heinz infant feeding marketing manager said.
Click here to view just-food’s four part management briefing on innovation trends in the breakfast category, or click here for our observations on the growing on-the-go trend that is informing NPD across various categories.
