Shrek, Pirates of the Caribbean and Fifi and the Flowertots are joining Heinz's character-licensed canned pasta portfolio as part of a five-year plan to reinvigorate the category.

Pirates of the Caribbean pasta shapes will come with cannonball meatballs aimed at providing a more substantial meal for older kids, while the Fifi pasta shapes and the Shrek variant are aimed at a younger audience. The newcomers, which arrive in stores this month, contain multigrain pasta and Omega-3. The healthy formula was introduced across the Heinz pasta portfolio last year when the company unveiled plans to breathe life into the canned pasta category, which had fallen out of favour with mothers who felt guilty about feeding their children such products.

"We are continuing to invest in our portfolio to bring mothers back to the sector by introducing essential nutrients such as Omega-3 and giving kids great-tasting, fun food they will love," said Nathan Ansell, senior brand manager.

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