Rod Addy Heinz is relaunching its babyfood range in a bid to reverse a dip in its market share and win over more parents. The overhaul includes a new Simply' label which will be used to launch eight new organic meals made from fruit or vegetables. New-style labelling is also planned for Heinz's entire babyfood portfolio, while a £3m marketing campaign will be led by press ads starting next month. Heinz hopes Simply, which will cost 74p for a 120g jar and hits shelves on October 17, will particularly appeal to the three out of five mothers who still prefer to make their own babyfood. It is also counting on the newcomer to reverse a slide in sales from £37m in 2000 to £30 million last year. The total category is worth £370m a year. Meanwhile, Heinz will this month extend its existing organic baby range to 35 meals, including 15 new recipes. It is also expanding its organic Farley's Cereal baby breakfast and organic fruit juice ranges, and introducing organic finger foods with the launch of Farley's Bears ­ a 75g pack of five biscuits, rsp: 89p. Two 200g Just Add' products to be mixed with home-prepared food ­ Sweet and Sour Sauce and Classic Pasta Sauce ­ also get their first outing. Revamped packaging, meanwhile, will see the introduction of green labelling for Heinz's standard babyfood range, and orange labelling for organic products. {{MARKETING - P&P }}