Heinz has revamped its baby-food portfolio in the UK with redesigned packaging and the launch of a range set for the New Year.
The US food group will launch the Taste of Home range next month as the company looks to build sales in what it described as an infant feeding market enjoying “strong” growth in the UK.
The Taste of Home range comprises meals for three age groups – “four months plus, seven months plus and ten months plus”. The launch will be supported by a campaign including direct mail, instore activity and PR.
Meals in the “four months plus” category include Sunday Chicken Dinner with five veg, Butternut Squash, Carrot and Apple, Garden Vegetable Chicken Casserole, Herby Tomato and Cheese Pasta, and Herby Pasta Bolognese. All are packaged in 120g resealable plastic pots with an RRP of GBP1.40 (US$2.20).
Meals in the “seven months plus” line include Sunday Chicken Dinner with five veg, Sweet Potato Cottage Pie, Spaghetti Bolognese with Basil, Tomato, Mozzarella and Pasta Stars with Basil, and Sweet Potato with Apple and Pork. All are packaged in 190g twin pots with an RRP of GBP1.89.
Three varieties will be available in the “ten month plus” range – Sunday Chicken Dinner with five veg, Shepherds’ Pie with Peas, and Spaghetti Bolognese with Basil. All are packaged in 210g pots at GBP2.29 each.
The packaging revamp has been designed to “strengthen the healthy and wholesome values” of the range, Heinz said, as well as “simplifying” and creating a “consistent look and feel”, it added.
Heinz said the UK infant feeding market is worth GBP229m and is growing by 5%, according to Nielsen data.
The company said it had the largest share of the infant food category – excluding milks – at 27.2%.
