Heinz is bidding to woo even more health-conscious consumers with a new healthy-eating initiative and an organic version of salad cream. The tinned foods giant yesterday launched a 5-A-Day' scheme, aiming to persuade consumers that more than 70 of its canned varieties count as healthy eating. In particular, it is claiming that common products including Heinz Baked Beans and Heinz Spaghetti in Tomato Sauce can help make up the recommended daily intake of five portions of fruit and vegetables. The scheme is being promoted with special labels on pack and has the backing of the British Dietetic Association. It will also be backed by a nationwide advertising campaign. In a separate move, Heinz is launching Organic Salad Cream as it aims to capitalise further on the organics market. However, the newcomer will come at a premium to consumers, costing £1.19 for a 285g glass bottle compared with 99p for the standard version. It follows other standard Heinz products into organics such as Tomato Ketchup and tins of Baked Beans and Spaghetti, all of which have shown significant sales growth in the last year. According to Information Resources, cans of Organic Baked Beans topped £830,000 in the year to March 24, up 377%, while Spaghetti was up 147% at £260,000 and Organic Ketchup increased four-fold to £807,000. However, all three are still lagging well behind the multi-million pound success which the non-organic versions continue to enjoy. Heinz said it expected the newcomer to add incremental value to its salad cream offering which is being given a £6m marketing push this year. {{P&P }}

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