1 November 2000 -- Heinz is investing over 2 million British pounds
sterling in its San Marco twin pack frozen pizza range, the best performing
branded pizza product in the market.
The combination of Heinz, with its expertise as an added value frozen
foods manufacturer, and the San Marco brand will drive growth within the pizza
market.
Annual sales of twin pack pizzas have leaped from just under 25 million
British pounds sterling in 1998 to 35 million pounds in 2000, generating new
growth and incremental sales. Already claiming 9.2% of the total pizza
category, twin packs out-perform the market as a whole, making them the most
significant category growth driver within frozen pizzas.
John Hendy, Heinz European Frozen & Chilled Marketing Controller, said:
"San Marco Twin Packs grow the market in three separate ways. They bring in
people who have never bought pizza before. They encourage other shoppers to
buy more twin packs than before. And they draw consumers to twin packs as an
extra item on their shopping list, buying them as well as other pizzas.
"In total, 81% of twin pack sales are incremental to the total frozen
pizza market. In other words, with little cannibalisation of other pizza
categories, frozen twin packs offer great profit opportunities for retailers
and significant market growth."
Heinz has improved the San Marco product offering -- increasing topping
levels and enhancing the pizza sauce flavour, to give consumers superior
quality and taste. With San Marco already consistently out-performing its
competitors in consumer blind tastings (source D Ray Associates May 2000),
Heinz is confident that its recipe improvement will further increase sales.
Hendy said: "The total frozen pizza market is valued at 391.3 million
British pounds sterling and is growing by 9% YOY. San Marco ensures a
consistently high base rate of sale for retailers. The improved recipe, value
for money and freezer fill offering make San Marco the best choice for
consumers."
The San Marco twinpack range includes Margherita/Napoli pizza and
Margherita/Americano pizza which carry an MRRP of 2.99 pounds, and a
Margherita twin pack pizza carrying an MRRP of 2.79 pounds.
For further information, please contact
Heinz Press Office
Christian Cull/Angharad Powell
020 7298 6514/020 7298 6508
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, 020 7298 6514, or Angharad
Powell, 020 7298 6508, both of H J Heinz
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