Heinz is relaunching its jarred organic baby-food range as Heinz Simply Organic in a bid to offer simplified recipes with clearer labelling. This is in line with Heinz’s health and nutrition strategy, Good Food Every Day.
Simply Organic, suitable for four- to six-month-old babies, is a 21-strong range ofÂpurées,ÂwhichÂhave three main ingredients and are gluten free.
The range has been revamped with green packaging to reinforce the company’s good food values. It has also made the labelling clearer by including the percentage of eachÂingredientÂused.
Heinz baby food brand manager Claire McCabe says the range has been developed to help mothers wean their babies. She says: “They want to introduce new flavours gradually and have absolute confidence in the food they are feeding for a natural and nutritious start to weaning.”
The Stage One products, which are aimed at younger babies, are fruit and vegetable purées. The Stage Two products introduce new flavours and textures for slightly older children.
The rebranding follows the success of the company’s Simply babyfood range, which was launched in 2001. It was backed by a £3m spend.