Heinz is aiming to strengthen its jarred babyfood range with new and improved recipes and redesigned labels for its Mum’s Own line-up.

Eight new SKUs will roll out from mid-June, including more vegetarian and fish varieties to meet consumer demand, while Heinz said it had improved the whole range and reduced the number of ingredients.

For the first time in five years, Mum’s Own gets a multichannel push including couponing.

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