Heinz is launching into chilled soup marketing for the first time in a bid to attract new consumers. The company will invest £3.5m in the launch of three ranges.
Heinz Farmers Market will be positioned as a better value alternative to existing brands in the chilled category whereas Heinz Taste of Home will offer more substantial stew and casserole based recipes, such as beef stew and dumplings, in microwavable pots. The third range, Soups of the World, will include variants inspired by Moroccan, Italian and Mexican recipes.
Heinz is attempting to market all three soups as substantial foods suitable for main meals, packaging two of the ranges in larger 515g portions. The launch is accompanied by an introduction of new varieties and refreshed packaging within the company’s core soup brands.