Heinz is hoping to “reinvigorate” the UK canned meals category through the launch of a Chilli Con Carne range under its ‘Big’ brand.

Heinz said it aims to drive sales of the canned meals market, facilitating category growth, with the launch of the Big Chilli Con Carne range. The line will include two variants initially: Chilli Con Carne; and Fiery Chilli Con Carne.

The range will have an RRP of GBP1.99 (US$3.17) and will include ingredients such as tender pinto beans and kidney beans, chunky vegetables and UK sourced minced beef. Heinz is targeting the 25-44 year old male market with the launch.

Shivani Desai, Heinz brand manager, said: “We’ve seen that penetration of the canned ready meals market is low and sales are declining year-on-year overall. By launching new Heinz Big Canned Meals range we aim to create excitement in the category, and restore consumers’ faith within the sector that canned meals can provide a great quality, delicious and convenient meal option.”

The launch will be supported by a GBP1.5m marketing investment. It follows the recent launch by Heinz of a premium soup line for the “upmarket” consumer.