Farley’s baby food range to be rebranded as Heinz

Food giant Heinz is planning to phase out the Farley’s baby food brand and is bringing its dry food products, including Farley’s Rusks, under the Heinz umbrella as part of a strategy to bring all of its weaning products under the Heinz brand.

The products will retain an updated version of the Farley’s bear logo and name on-pack while consumers get used to the rebranding, but it will be phased out over time. The Farley’s brand will be retained just for the baby milk range.

A Heinz spokeswoman says it wants to capitalise on the Heinz brand equity but also bring the dry foods under one brand to make it easier for consumers.

The milks range is not being rebranded, as Farley’s has a strong reputation in that area, unlike Heinz.

Heinz is planning to expand the existing Farley’s range and is making provision for increased crosscategory investment.

It is launching four organic products, including butternut squash risotto, and five non-organic meals, including chicken and pumpkin lasagne, with the new branding.

The new products and rebranding will be supported by press advertising, direct mail and a sampling campaign over the next few months. Heinz recently appointed below-the-line agency Liquid to help it to build closer relationships with mothers.

Liquid is expected to identify key customer segments in the babyfood sub-sectors – wet, dry, milks, drinks and fingerfood. The first campaign is expected to be rolled out over the summer.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here