Heinz is launching two new canned pasta meals which it hopes will "reinvigorate" the category. Its Premium Pasta range consists of Rigatoni ­ pasta with chicken in a creamy white wine and garlic sauce ­ and Fusilli, pasta in an arrabbiata spicy tomato sauce. Both come in 395g cans, rsp: 99p. Heinz said the new products were designed to fill a gap in the growing "sub sector" of premium canned pasta products and were particularly aimed at households with no children. Global category manager Teresa Ceballos said the launches came on the back of recent budget and own label developments in the sector which had led to a narrow "quality gap" between products, increased competition and a dip in market value. She added: "This has created an opportunity for Heinz to segment the pasta category on a premium taste platform and thus drive usage." Meanwhile, the company has also revamped its established pasta varieties including new recipe Macaroni Cheese and Spaghetti Bolognese. The entire line has also been given distinctive new packaging to increase shelf stand out and appeal to different target markets. {{P&P }}

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