As of next week, Heinz will be making its first foray into the salads market. The move epitomises the growing number of food manufacturers that are seeking to provide an appropriate compromise between consumers’ ever growing need for both health and convenience.
The new Heinz Salad Shakers will come in two flavours; Chicken Caesar and Greek Salad. Costing £2.99 (US$5.40), the new salads will be heavily distributed in convenience channel outlets and if successful, Heinz plans to extend the Salad Shakers range to five varieties.
Each salad pack contains an individual portion of salad with a 30ml portion of dressing in a separate shaker-style lid. Consumers must pour the accompanying dressing over the salad, replace the snap-on lid, and then shake the pot to mix the contents. The lid also holds a disposable fork, to facilitate on-the-go consumption.
According to UK trade magazine The Grocer, the Salad Shakers will primarily target 16 to 45-year-old women, but will also be positioned as a healthy lunchtime option for men with busy lifestyles. Given that women are more proactive consumers of healthy products, this approach to targeting is highly relevant.
It is also hoped that the concept will appeal to consumers seeking a change from the traditional lunchtime sandwich, although there will undoubtedly be scope to leverage the products as a convenient and healthy evening meal solution, especially given the current trend towards light meals.
Health and convenience are two consumer mega-trends that are increasingly important to individuals when defining their food needs. However, consumers are typically forced to trade-off eating healthily in order to accommodate their need for convenience. This is because the demand for healthy products is rarely adequately fulfilled by CPG players.
There is still significant room for developing new products for the growing numbers of health conscious on-the-go consumers. By offering a conveniently packaged product, with genuine healthy eating credentials, Heinz may well have developed a product that can win their trust and loyalty.
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