HJ Heinz has reduced the size of its Farmers’ Market soups on sale in the UK in a bid to encourage consumers to buy the products for lunch.
The company, which launched the range in 2007, is to introduce a “slimmer” can at the start of July.
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The Farmers’ Market soups will be sold in 400g cans rather than the current 515g, which, Heinz claimed was “the perfect sized serving for the lunchtime occasion”.
Heinz insisted that the volatility in commodity costs was not a factor in the move. The switch to the 400g can came after consumers told the company that the larger can was “not the right size to meet their needs”. The 400g can was “perfect for our female consumers”, Heinz said.
“We have reduced the size of our Farmers’ Market can from a 515g offering to 400g can in order to tap into new customers as well as reach our existing customer base with a more suitable lunchtime option,” brand manager Ruth Carberry added.
Heinz has added three new varieties to the range: seven vegetable; chicken tomato and rosemary, and three bean and red pepper.
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By GlobalDataThe new cans will also have labels that emphasis the “goodness credentials” of the Farmers’ Market range. The soups contain at least one of the recommended five portions of fruit and vegetables a day, Heinz said. Six of the soups contain two of the portions, it added.
