Proactivity put Heinz at the top

In response to Mel Saunders’ letter (MW May 13), Heinz Baked Beans did not win the baked beans price war through inertia. It won it by offering a superior product at a value for money price, supported by effective advertising.

During and since the price war, the value share of Heinz Baked Beans has remained steady at about 53 per cent.

As for the use of price-marked packs, this is scarcely anything new. Mr Saunders has simply observed a shift in emphasis from multipack to single can promotions.

The 25p pack to which he refers was part of an integrated consumer campaign involving sampling and promotional packs which took place last autumn.

Most big brands have been using PMPs as part of their category plans for decades, and we’re no exception.

Robin Walker

Director

European convenience meals

HJ Heinz Company

Middlesex

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