Exclusive Karen Dempsey Heinz is going into chilled for the first time with a range of branded sandwiches. The 10-strong range is traditional rather than fancy. But the sandwiches do bring new uses for Heinz staple products such as John West Tuna, Heinz Tomato Ketchup and Salad Cream. Typical of the range is All Day Breakfast and Prawn Cocktail (which uses Young's prawns) on oated, malted wheat grain and white bread (rsps: £1.40-£1.80). Heinz's npd strategy has been to pick a category dominated by own label where it feels it can bring brand strength and trust to the fixture. Other sectors it has recently moved into include soya milk and tinned tomatoes. The move into sandwiches makes sense as sandwich expertise came with the £200m package that Heinz acquired from United Biscuits. What will be key to getting Heinz sandwiches noticed ­ and bought ­ is their front of store positioning. Marketing manager Thomas Cardwell said: "If ever there was a sector that needed the leverage of a big brand, this is it. There is still plenty of room for growth and we can give consumers the choice they need." {{MARKETING - P&P }}

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