Heinz_3 cans

Source: Kraft Heinz

Heinz found shoppers had previously thought the range was targeted at children

Kraft Heinz is relaunching its canned pastas with a new look.

The range, which includes Heinz Spaghetti, Macaroni Cheese, Hoops, Ravioli and Alphabetti Spaghetti, has been on supermarket shelves for almost 100 years, Heinz said, and will be given “playful” new designs on 200g and 400g cans as well as multipacks and snap pots.

It said it had recently conducted research which found shoppers perceived the previous packaging of its pasta to be targeted at children, and had trouble differentiating between SKUs because the entire range was coloured yellow. The new cans, it said, would make them “relevant to both adults and children alike”.

Heinz said over the past year the caned pasta category had started to see a turnaround, with more shoppers turning to meal-based solutions for their lunch and dinner time meals.

Heinz pasta was “a much-loved family favourite”, said brand manager Mimi Williams, and the brand “want to ensure we continue to excite and inspire shoppers”.

“This refresh retains all of our key heritage whilst embracing a new visual language for the brand,” she added.