Heinz plots WeightWatchers expansion for ‘healthy’ sector

Heinz is reorganising its WeightWatchers range to offer consumers’ better-for-you products that will suit different occasions. The relaunch starts in January during its key sales period.

The WeightWatchers from Heinz range will be organised in three tiers to broaden its appeal. It will retain its range of microwaveable ready meals for one but it will also introduce a second tier of meals for two people. The range will sit beneath its premium range, Taste Temptations, which was launched in September. Prices will set according to the tier the product sits in.

It is understood that Heinz is planning to increase the number of “ready to cook” products, which need to be cooked in the oven rather than heated in a microwave, in the range. Heinz is investing £5m in its frozen portfolio next year and the revamp is expected to receive television support.

Industry sources say the move is in line with the trend to “premiumise” the frozen food market and increasing consumer demand for products that are convenient but “feel” home cooked.

The Taste Temptations range is aimed at consumers that want to eat indulgent food but with fewer calories. It is a range of ready meals, including roast chicken in a roasted onion, rosemary and thyme gravy with crispy potatoes, and indulgent desserts. The range has a higher price point of £2.29 for the ready meals and £1.99 for desserts.

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