Kraft Heinz has overhauled its beans and pulses offering as it looks to revive flagging UK canned food sales.
The supplier has scrapped its existing world-food inspired Heinz Beanz & Pulses range, launched in 2014, in favour of new sub-brand Heinz Creationz.
Comprising four variants - Mexican Beanz, Veg Chilli Beanz, Curry Lentils and Tagine Chickpeas (rsp: £1.29 / 390g) - Heinz Creationz hit Asda on 15 July, and has “confirmed listings” for Sainsbury’s, Ocado and Morrisons by September this year.
Kraft Heinz said the existing Heinz Beanz & Pulses range was already worth £2.5m [Nielsen Scantrack MAT 18 June 2016], which was “above the NPD benchmark for wet ambient products in year one”, but it believed the new Creationz concept would “accelerate the growth of the range even further”.
The new sub-brand responded to demand for “nutritious meal options that are not only convenient but tasty and relevant too,” said assistant brand manager Umme Ali.
The launch comes as Heinz UK reported dwindling beans and soup sales in its accounts to 3 January 2016, driving total sales down 2% year on year. The company said overall beans sales had suffered from “a reduced promotional programme and price”, but stressed there had been “strong growth” from bean meals and flavoured beans.
According to research in The Grocer this week, the wider UK canned food market is in decline, with sales dropping 3.6% on volumes down 1.4% [Kantar 52 w/e 24 April 2016]. Heinz took a hit in several canned categories last year, with baked beans sales dipping 2% to £203m, canned pasta sales down 2.4% to £62m and ambient wet soup sales plunging 12.3% to £175m in the mults [IRI 52 w/e 21 May 2016].
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