Heinz has been bitten by its third major frozen flop in less than a year.
The company has decided to call time on its Bite Me range of microwaveable frozen snacks for teenagers after the offering failed to interest its target audience.
The latest disappointment follows the axing of Heinz’s Main Street Bistro meal range in April last year. Pizza Pleasure was also a previous failure for the company.
The three-strong Bite Me range, which included sub-£1 concoctions Garlic Pizza Toast and Pizza Tubes, was launched last May with a £2m marketing fanfare. A spokeswoman said: “Bite Me did not perform to our expectations.”
The company has decided to call time on its Bite Me range of microwaveable frozen snacks for teenagers after the offering failed to interest its target audience.
The latest disappointment follows the axing of Heinz’s Main Street Bistro meal range in April last year. Pizza Pleasure was also a previous failure for the company.
The three-strong Bite Me range, which included sub-£1 concoctions Garlic Pizza Toast and Pizza Tubes, was launched last May with a £2m marketing fanfare. A spokeswoman said: “Bite Me did not perform to our expectations.”
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