Peter’s Food Service - maker of Peter’s pies - is launching a new range of pastry slices and sausage rolls under the Heinz brand.

Made under licence, four Heinz Beanz-branded slices and three Heinz and HP sausage rolls will start hitting the shelves of Tesco, Asda, Morrisons, The Co-operative, Spar and Nisa next month.

The Heinz Beanz slices come in a plain variant or with cheese, spicy meatballs or smoky sausage (all rsp: £1.50/160g), while the sausage rolls come topped with Heinz Tomato Ketchup, HP Brown Sauce or Heinz Ploughman’s Pickle (rsp: £1/130g). The tomato ketchup and brown sauce rolls will also be available as a multipack of four 60g rolls (rsp: £1.50).

The slices and sausage rolls, which can be eaten hot or cold, had been developed to meet growing demand for food on the go, said Peter’s Food Service marketing controller Claire Morgan.

“The Heinz brand has proven national launch success in other categories and consumer research showed our Heinz range has high product appeal, high level of differentiation and strong purchase intent for adults and for their children,” she said.

Overall volume sales of savoury pasties have fallen 0.3% year-on-year on value sales up 2.4% [Kantar Worldpanel 52 w/e 17 February 2013], while slices have fallen 4.2% by volume on value down 1.6%.

Heinz is expanding its Big frozen ready meals with a chicken casserole after the range secured £1m sales in its first 12 weeks [Nielsen 12 w/e 22 December 2012].

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