Heinz muses axing Nurture baby milks in UK

Heinz is considering axing its range of Nurture baby milks in the UK.


The food giant says it is proposing the move “in order to focus on further accelerating the growth of its core infant weaning foods and drinks business.”

In the UK infant milks market, Heinz has been a minor brand with a share of only about 2%.

Heinz says the proposal would only affect the UK market and is subject to consultation with affected employees.

The proposed discontinuation of the Nurture range will include Heinz Nurture Newborn Milk in 900g cans and 250ml ready to drink packs, Nurture Hungry Milk in 900g cans and 250ml ready to drink packs, Nurture Growing Baby Follow-on Milk in 900g cans and 250ml ready to drink packs, Nurture Gentle Infant Milk and Nurture Gentle Follow-on Milk in 900g cans, and Nurture Soya Formula in 900g cans.

Supplies to the NHS of Heinz Nurture Newborn and sterilised water in 100ml bottles would also be discontinued.

In a statement, Heinz says: “Infant Feeding remains an important core growth category for Heinz globally. Heinz continues to sell infant formula milks in multiple developed and developing markets. Heinz is market leader in the infant dry food category and is the number one home cooking brand for infants while continuing to drive successful innovation with new fingerfoods, Cook at Home sauces and new recipe additions to the successful Mum’s Own range of weaning foods. “

If the proposals are agreed, the Heinz Nurture range of baby milks would be phased out gradually over a period of several weeks to allow parents time to switch to alternative products.

Heinz says it will be communicating as widely as possible with parents to alert them to the discontinuation.

Baby milk marketing has taken a hit from websites such as Mumsnet, who object to the way the formula is advertised. Last month, the Advertising Standards Authority banned a TV advertisement for Heinz’s Nurture for misleading consumers.

Last year, Heinz devised a marketing strategy and appointed agencies for its new Nurture range of formula and follow-on milk for infants. TBWAPaling Walters, the new specialist healthcare division of TBWA, was appointed to handle a variety of communications while Haygarth was appointed to develop a new online and offline CRM programme.

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