The wholesaler detailed its plans to Birmingham City Council this week. It intends to build its third C&C, a bonded warehouse and a 15-storey hotel, conference centre and café.
"We are confident the plans will get the go-ahead as we have made some changes that the council asked us for," said East End Foods buying director Don Wouhra. "We hope to start building at the site in 15 weeks. The old building has already been flattened and is ready to go."
A public consultation is currently under way and the councillors are expected to vote on the plans on 3 March.
The famous factory, which manufactured HP sauces, closed in 2007 after Heinz moved production to the Netherlands amid a storm of protests.