Heinz hopes to rev up flagging sales for its soups range by promoting their inherently healthy qualities, with low fat, low sugar and calorie content flashes going on the front of packaging.
The flashes are being rolled out on Classic, Big and Special variants, highlighting the work the leading soup brand has already done to increase its nutritional content.
Jessica Worley, Heinz Soup brand manager, said: “These nutritional flashes will communicate that soup is in line with the growing consumer trend towards healthy eating, and the fact that soup is indeed a low fat and low sugar food.”
With winter a key period for soup, Heinz is also bringing back Heinz Chicken Noodle, Chicken & Vegetable and Spring Vegetable soups, with improved lower salt, fat and sugar recipes.
Trial packs, featuring Special Creamy Roasted Chicken and Cream of Tomato soups in a two-can multipack and targeted retailer programmes are also part of the brand’s sales push.
In the past two months, Heinz also became one of the biggest food brands to alter its packaging to complement a government salt awareness campaign, with on-pack flashes on various brands during the eight-week campaign.
Despite remaining the undisputed brand leader, Heinz Classic soups has experienced a drop in value of just more than 1% in the year running up to October 1 [ACNielsen].
Claire Hu