Heinz is almost doubling its marketing spend to &£11m on its frozen food brands, following the acquisition of United Biscuits’ (UB) Frozen and Chilled division.
The budget represents almost a 50 per cent increase on marketing spend by Heinz in the sector.
A spokesman for the Heinz press office says the combined spend on frozen and chilled foods at Heinz and UB last year was &£6m.
The grocery giant, which already had Weight Watchers and Ready Meals brands in its portfolio, added McVitie’s American Dream and Go Ahead!, Jane Asher, San Marco, Linda McCartney, Ross, Hula Hoops and Harry Ramsden’s in October.
The spokesman adds that many of the brands will be backed by TV advertising this autumn. Marketing will also include in-store activity and below-the-line work.
He says: “The portfolio of frozen food is quite amazing and we are investing behind the breadth of brands following the acquisition.”
Heinz is also focusing on product development and has launched a new range of Frozen Sponge Puddings, in chocolate, syrup and strawberry flavours, which will be backed with a &£500,000 outdoor campaign.
Heinz’s frozen food advertising is created by Bates.