22 September 2000 -- Heinz has launched four new beans and pasta ranges -
with more in the pipeline - in the first stage of a new "Quick Serve" approach
to the category. What was previously the Heinz Convenience Meals team has
been reappraised and revitalised, creating a Quick Serve approach more suited
to the needs of the market.
Mark Holdaway, Heinz General Manager, Beans Pasta and Puddings, said: "The
category needs a champion that cuts risk by working faster and smarter. The
new Quick Serve name reflects the greater speed of response we have adopted in
our day-to-day approach. And it broadens our focus to reflect the changing
nature of the markets in which we operate.
"Heinz must be first, and it must be fast. We need to innovate our ways
of working, so that we can innovate the market we are working in. These four
new product lines are just a start, but they're a great beginning."
Cheezy Beans - for the kid in all of us
There are 65 million usage occasions every year for Baked Beans with
Cheese in the UK, and Heinz has just made them a whole lot easier, with the
launch of Cheezy Beans.
A ground-breaking major new product, Cheezy Beans contains large chunks of
cheese that melt after heating to produce a stringy melted effect.
With positive initial research already revealing a 67% intent to purchase,
Heinz Cheezy Beans is certain to grab consumers' attention.
Ruth Grogan, Heinz Senior Brand Manager, Bean Meals and Pasta Meals, said:
"Heinz Cheezy Beans gives the consumer an easy, accessible new look to a
traditional favourite. We're bringing fun and novelty to the category, and
offering strong appeal for children. And Cheezy Beans is great for the kid in
all of us."
With the accent on convenience and speed, making it easier than ever to
encourage new usage, Cheezy Beans is ideal for busy households with children.
"Our market is even bigger than that, though," Grogan said. "Cheezy Beans
is just the thing for anyone who loves the taste of Heinz Baked Beans with
cheese - and that's a lot of people!"
Baked Bean Meals - a meal in their own right
Heinz has also created a revolutionary range of Baked Bean Meals.
Each of the four 400g varieties makes a substantial meal in its own right.
Baked Beans Bolognese, Chilli-Con-Carne, Sausage Casserole and Chicken Curry
offer quick meal solutions.
Grogan said: "We can save people's effort and time. Just heat and serve
with potato, rice, chips or pasta, and you've got a main meal for one or two
people. The choice of four new meals is great for 18 - 35 year olds,
especially men, and will appeal to mums for their families too."
Heinz Baked Bean Meals will raise the profile of Baked Beans and add value
to the category. They will generate a lot of interest across a wide audience,
bringing new buyers into the Bean Meals sector.
Not only do these meals taste fantastic - they are low in fat and high in
fibre. Initial research indicates an exceptional 86% intention to purchase.
Manchester United Pasta - in a league of its own
Heinz is aiming for new goals with the launch of Manchester United Pasta.
The new range of canned pasta will be available in store from early October.
John Webb, Senior Brand Manager, Beans, Pasta and Puddings, said: "Heinz
and the Red Devils make an ideal match. Heinz is the most trusted food brand
in the UK and Manchester United Football Club is the largest soccer club on
the planet. The new pasta shapes range will really score with their
audience."
The new Heinz range features 205g and 400g cans of Pasta Shapes in Tomato
Sauce, and a 200g can of Pasta shapes in Tomato Sauce with Chicken Footballs.
Manchester United Pasta is designed to appeal to boys aged between four
and nine who already support Manchester United, and fills the current gap in
the Heinz portfolio for a sports licensed property.
It will also appeal to those boys and girls who like football, but are not
yet supporters of a specific team. Manchester United inspires considerable
consumer loyalty, and 2.2 million 4-11 year olds already support the club.
Pokemon Pasta Shapes & Mini Sausages - mealtime fun
Pokemon Yellow (Pokemon Pasta Shapes & Mini Sausages) is a new addition to
the Heinz Pokemon Pasta Shapes range. Offering mealtime fun for children, the
new line will primarily appeal to both boys and girls aged between six and
twelve.
Pokemon Pasta Shapes & Mini Sausages brings Pokemon to the pasta meals
sector and will be available in store in 200g cans from early October.
The new meal follows on from the Red and Blue Shapes varieties launched by
Heinz earlier this year. Pokemon Pasta Shapes & Mini Sausages also coincides
with the recent arrival of the Pokemon Yellow Gameboy title from Nintendo.
The Gameboy's success underlined the continuing popularity of the Pokemon
phenomenon.
For further information, please contact Heinz Press Office:
Christian Cull - 020 7298 6514 or
Angharad Powell - 020 7298 6508 or
Claire Willis-McNeilly - 0207 298 6505
SOURCE H. J. Heinz Company
 back to top
Related links:
http://www.heinz.com
Company News On-Call:
http://www.prnewswire.com/comp/575757.html or fax,
800-758-5804, ext. 575757
CONTACT:
Christian Cull - 020 7298 6514, or Angharad
Powell - 020 7298 6508 or Claire Willis-McNeilly - 0207 298 6505,
all of Heinz Press Office
|
