Heinz has become the first supplier to overhaul its WeightWatchers range in line with the new ProPoints system and in time to appeal to weight conscious consumers in the new year.
The £112m Weight Watchers from Heinz (WWfH) range is being rebadged and repositioned to broaden its focus from dieters to people managing their weight.
The move follows the news broken by The Grocer last month that WeightWatchers was ditching its calorie-counting system for a new ProPoints system based on the types of protein, carbohydrate, fibre and fat in food as well as the energy used to eat it [WeightWatchers to get real with points change, 1 November].
As part of the revamp, WWfH's 54-strong frozen ready meals and desserts range will be split into two tiers: Classic for everyday meal occasions and a premium Signature range.
Heinz is also updating the packaging so that the photography features full rather than partial plate shots, and introducing two new products Salmon Mornay and Strawberry Meringue. WWfH's 14-product ambient range will also be overhauled.
The changes will be supported by what Heinz described as WWfH's "biggest ever" TV advert, the message of which will be that while new year diet plans are quickly abandoned, WWfH meals are "something you can stick to".
The January revamp heralded the start of a more flexible and "live-able" diet plan, said Heinz.
"A signficiant proportion of our consumrs aren't actively involved in the programme," said Paul Sternlieb, marketing director, Heinz Frozen UK. "Our consumers know our products taste good and help their approach, so we're trying to serve them,".
Twenty seven companies were now taking part in what Heinz claimed was the first cross-manufacturer programme to "educate dieters" on the new system. Tesco, Morrisons, Sainsburys, Asda and Marks & Spencer also referenced WeightWatchers points on pack and would be shifting to ProPoints in the New Year, said WeightWatchers.
The £112m Weight Watchers from Heinz (WWfH) range is being rebadged and repositioned to broaden its focus from dieters to people managing their weight.
The move follows the news broken by The Grocer last month that WeightWatchers was ditching its calorie-counting system for a new ProPoints system based on the types of protein, carbohydrate, fibre and fat in food as well as the energy used to eat it [WeightWatchers to get real with points change, 1 November].
As part of the revamp, WWfH's 54-strong frozen ready meals and desserts range will be split into two tiers: Classic for everyday meal occasions and a premium Signature range.
Heinz is also updating the packaging so that the photography features full rather than partial plate shots, and introducing two new products Salmon Mornay and Strawberry Meringue. WWfH's 14-product ambient range will also be overhauled.
The changes will be supported by what Heinz described as WWfH's "biggest ever" TV advert, the message of which will be that while new year diet plans are quickly abandoned, WWfH meals are "something you can stick to".
The January revamp heralded the start of a more flexible and "live-able" diet plan, said Heinz.
"A signficiant proportion of our consumrs aren't actively involved in the programme," said Paul Sternlieb, marketing director, Heinz Frozen UK. "Our consumers know our products taste good and help their approach, so we're trying to serve them,".
Twenty seven companies were now taking part in what Heinz claimed was the first cross-manufacturer programme to "educate dieters" on the new system. Tesco, Morrisons, Sainsburys, Asda and Marks & Spencer also referenced WeightWatchers points on pack and would be shifting to ProPoints in the New Year, said WeightWatchers.
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