Safeway signs up to launch Heinz branded pre-packed sandwiches
Heinz is to launch its brand in the pre-packed sandwich market. The company has signed a deal with supermarket chain Safeway, which is to distribute the Heinz-branded sandwiches.
The Heinz Sandwich range comprises ten lines. They all contain Heinz-branded ingredients such as ketchup and salad cream, plus John West tuna and Young’s prawns, brands which are owned by Heinz.
Heinz marketing manager Tom Cardwell says: “Heinz Sandwiches are designed to succeed in a market that is dominated by own-label ranges.
“This is one sector that needs the leverage of a big brand. Our research shows that there is still plenty of room for growth, and Heinz can give consumers the choice they need.”
A Heinz spokesperson adds that the sandwiches are due to be rolled out through other retailers’ outlets next year.
According to Taylor Nelson Sofres Sandwich Trak, a total of &£1.7bn-worth of shop-bought sandwiches are eaten in the UK every year. Of this figure, over 58.8 per cent is accounted for by pre-packed varieties.
Heinz is looking for an agency to handle the advertising for its baby food portfolio on a project basis and has shortlisted three agencies for the task (MW November 1).
In an attempt to dominate the organic baby food market, Heinz has introduced 15 varieties to its range.
