Heinz has introduced a new two-tiered range using the Classic and Signature sub-brands, which it says will help slimmers understand WeightWatchers’ new ProPoints system.
The Classic range includes everyday food items while the Signature collection is positioned designed to be more premium.
Heinz has also expanded the range to help slimmers using the new WeightWatchers ProPoints system and says that the new packs and products will “bring to life WeightWatchers’ new positioning”.
It also aims to position WeightWatchers from Heinz as a convenience food range not just for dieters.
Heinz is launching a television ad campaign to promote the revamped range and claims it is the biggest ever TV ad spend for the WeightWatchers from Heinz brand.
WeightWatchers from Heinz has a 12% share of the £472m frozen ready meals market, according to Nielsen data.
WeightWatchers launched a £28m advertising campaign on Boxing Day to promote the recently launched ProPoints system.
ProPoints was introduced in November and WeightWatchers claims it offers a more flexible weight loss programme.
Read Ruth Mortimer’s column on WeightWatchers ProPoints here.