Heinz is plotting its biggest ever assault on the chilled market, and hopes it will be at the expense of supermarket own label rivals.
The food giant plans to use the convenience channel to push a raft of launches over the next year, starting with a new range of potted snacks called Pasta Shakers.
Similar to the manufacturers’ recently launched Salad Shakers range (pictured), Heinz sees the move as the latest stage of a concerted move to build on its canned and frozen heartlands.
The manufacturer is also introducing its first chilled ready meals offerings, including sausage and mash, curries and sweet and sour.
And it is revamping its range
of sandwiches as part of a 39 chilled product rollout this autumn.
In a rolling programme of launch ‘waves’, further chilled propositions will hit shelves next February, June and September with new Heinz entrants potentially covering anything from pizzas to desserts. Soft drinks are also being considered, although yogurts and dairy drinks have already been ruled out.
Steven Turner, commercial director for chilled foods, said the company would concentrate on building the critical mass of its chilled portfolio through convenience retailers, although the company will look for listings with the major multiples where they have something new and innovative.
In particular, he said, Heinz would offer the independents a chance to compete against supermarkets’ standard own label with a trusted brand. It has already signed listing deals with Total to supply its network of forecourts and Turner said talks were at an advanced stage with major independent chains.
Simon Mowbray
The food giant plans to use the convenience channel to push a raft of launches over the next year, starting with a new range of potted snacks called Pasta Shakers.
Similar to the manufacturers’ recently launched Salad Shakers range (pictured), Heinz sees the move as the latest stage of a concerted move to build on its canned and frozen heartlands.
The manufacturer is also introducing its first chilled ready meals offerings, including sausage and mash, curries and sweet and sour.
And it is revamping its range
of sandwiches as part of a 39 chilled product rollout this autumn.
In a rolling programme of launch ‘waves’, further chilled propositions will hit shelves next February, June and September with new Heinz entrants potentially covering anything from pizzas to desserts. Soft drinks are also being considered, although yogurts and dairy drinks have already been ruled out.
Steven Turner, commercial director for chilled foods, said the company would concentrate on building the critical mass of its chilled portfolio through convenience retailers, although the company will look for listings with the major multiples where they have something new and innovative.
In particular, he said, Heinz would offer the independents a chance to compete against supermarkets’ standard own label with a trusted brand. It has already signed listing deals with Total to supply its network of forecourts and Turner said talks were at an advanced stage with major independent chains.
Simon Mowbray
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