In its first venture into the instant pot snacks category, HJ Heinz has announced the launch of Big Eat, a range of instant snack meals. The range includes five varieties: Spicy Chicken Tortellini, Tomato & Roasted Vegetable Penne, Creamy Cheese Pasta, Chunky Vegetable & Tomato Hotpot and Chicken & Vegetable Curry.

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The Big Eat range is aimed at teens and, Heinz said, provides “real food, real fast”. Highlighting the new range’s healthy credentials, Heinz said that when compared to reconstituted dried noodles, Big Eat typically contains half the salt and twice the fibre. 


“Big Eat will give teens a hearty, wholesome snack made from real food with no artificial preservatives, colours or flavours, which, combined with the Heinz name, will also reassure mums, who may have concerns about the nutritional content of some of the snacks they buy,” says Matt Walker, Heinz’ senior brand manager.


The microwavable new product fits neatly into the convenience category and is packaged in ready to heat and eat packaging. The 350g portions come in an ergonomic, portable pot with a thermo-sleeve insulator which is heated in the microwave.


Big Eat will be available nationwide from April and the launch will be supported by a GBP2m (US$3.93m) marketing spend, with ads targeting both teens and mums.   

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“This is really exciting news for Heinz and the instant pot snack category which has suffered in recent years from a poor health perception and little choice outside of dried noodle meals,” Walker commented. “Big Eat solves a consumer and a category problem and demonstrates Heinz’s commitment to delivering consumer led NPD and generating category growth for our retail partners.”