9 August 2000 -- Heinz is set to double the size of the frozen sponge
puddings market with the launch of Frozen Sponge Puddings.
Currently worth 13 million British pounds sterling, the sector is set to
reach 26 million pounds, according to Heinz, which sees a double step change
opportunity in its new range.
Mike Benton, Heinz European Frozen & Chilled Formal Desserts Marketing
Manager said: "We can dramatically increase purchase frequency and boost
household penetration. The market needs Heinz to give it new life. We are
offering a strong range of three flavours - it's a Heinz tradition with a
modern twist."
There are no strong brands in the current frozen hot puddings market.
Heinz has changed this with the launch of Heinz Sponge Puddings.
Available in three saucy flavours - Chocolate, Syrup and Strawberry - the
desserts, which microwave in just three minutes, come with their own bowl for
easy serving and convenience. The unique sauce filled centres ensure
unrivalled product delivery.
Carrying an MRRP of 1.69 pounds, Heinz Sponge Puddings offer consumers an
indulgent, easy-to-eat dessert with true family appeal at a competitive price.
The Heinz launch coincides with a major shift in consumer attitudes. This
is largely due to a resurgence of interest in traditional puddings generated
by celebrity chefs, with nostalgic `home-made' recipes returning to the menu.
The convenience factor associated with hot puddings, coupled with the
decline in home baking (-15%YOY), is also a strong argument for the return of
the "traditional" family pudding.
Combined with the growing modern trend for out of home eating, this means
that Heinz is well placed to transform the sector.
The launch of Heinz Frozen Sponge Puddings is being supported by a broad
variety of initiatives including in-store and mobile sampling programmes;
various price promotions; and a 0.5 million pounds outdoor advertising
campaign which starts in November 2000.
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 of the Heinz Press Office
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