Heinz expands baby food portfolio

Heinz has announced new investment in its baby food portfolio, as its board reviews the future of its Nurture baby milks range in the UK.

Heinz
Heinz cookies

The company says it is launching new products – Heinz First Steps Toddler Cookies and Heinz Organic Stock Cubes, in an effort to demonstrate “its ongoing commitment to pushing innovation forward through the infant feeding category.” Marketing activity will support the new product launches.

Jennifer Harker, brand manager, at Heinz says: “We know that Heinz is a brand that mums know and trust. Research into the category has shown that Mums are looking for finger foods they can reward and enjoy with their toddler but as there is a limited choice, 68% of Mum’s are opting for an adult alternative.”

Heinz is currently considering axing its range of Nurture baby milks in the UK “in order to focus on further accelerating the growth of its core infant weaning foods and drinks business.”

The move has prompted anger and complaints amongst mothers who have been using the formula as their first choice.

Jack Wallace, senior brand manager at Heinz, says: “Heinz’s team of baby experts, including development chefs and nutritional specialists ensure these tried and tested products have the great taste you’d expect from Heinz. By developing our existing portfolio and investing in new products, we are helping to drive sales for our retail partners by keeping mum in the baby aisle for longer as well as attracting new buyers”.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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