Heinz has moved into the pre-packed sandwich market in the UK using its branded sauces.
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The range of 19 varieties includes sandwiches, baps, sub rolls and wraps and are being introduced in a bid to provide a “significant brand offering” in the GBP3.1bn (US$5.6bn) chilled sandwich category, the food giant said today (30 September).
Sauces used in the new range include Heinz light mayonnaise, Heinz tomato ketchup and Heinz ploughman’s pickle.
The range includes a prawn mayo sandwich with Heinz mayonnaise with a RRP of GBP2.45, a cheese & pickle sub roll with light mayonnaise & ploughman’s pickle with a RRP of GBP2.55 and an all day breakfast sandwich with light mayonnaise & tomato ketchup with a RRP of GBP2.75.
The range will be sold through the UK convenience channel, including forecourts, independent stores and newsagents.
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By GlobalData“Our branded offering within the chilled sandwich market will drive growth by offering a trusted and loved brand within the convenience sector for the first time,” said Heinz senior brand manager, Nicky Cummerfield. “It will also demonstrate our commitment to driving further penetration within the sauces category by encouraging non-users to try our core sauces. Beyond this, the plan is for further sandwich and sauce innovation to continue the step-change in the market.”
The Heinz sandwich range is manufactured under licence by Freshway Foods and distributed by Kerry Foods.
