9 August 2000 -- Heinz has created Heinz Meals, a new mainstream range
that will strengthen its presence within the Frozen Ready Meals (FRM) sector.
Heinz Meals features new Beef Cobbler, alongside three improved recipes
that were previously available under the Baked Bean Cuisine banner: Shepherd's
Pie, Sausage Hot Pot and Lamb Hot Pot.
Heinz Beef Cobbler is the latest FRM idea from Heinz to be based on
traditional recipe values. Enhanced with Heinz Baked Beans for a comforting,
satisfying taste, the Heinz Meals range is an excellent mealtime option, and
is served in a convenient, microwaveable format.
Rachel Moffatt, Heinz Frozen Ready Meals Category Manager said: "Heinz
Meals will have a major impact. Bean Cuisine established strong, niche
appeal. Repeat purchase and loyalty was exceptionally strong -- with 45% of
consumers regularly coming back to the brand. The new emphasis extends its
reach, giving the Heinz brand greater presence and introduces the meals to a
broader audience."
A comprehensive 3 million British pounds sterling support programme aims
to bring the range to a broader, more mainstream market. The support package
includes national TV advertising, in-store promotions and PR activity.
The familiar, trusted Heinz keystone has been given stronger emphasis on
pack, communicating the strong brand values of trust and superior quality.
This, combined with enhanced on-pack photography, creates a stronger more
impactful range of ready meals.
Moffatt said: "Heinz Meals range provides focus in a busy cabinet, and
gives consumers a powerful reference point."
Issued on behalf of: For further information:
H J Heinz Christian Cull - 0171 298 6514 or
6 Roundwood Avenue Angharad Powell - 0171 298 6508
Stockley Park Heinz Press Office
Uxbridge UB11 1HZ
SOURCE H. J. Heinz Company
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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 - 0171 298 6514 or Angharad
Powell - 0171 298 6508, both of H J Heinz
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