Heinz adds porridge pots and biscuits to baby breakfast range

Heinz is embracing two of the fastest-growing trends in the breakfast market - biscuits and porridge pots - with a new range for babies.

Breakfast biscuits have traditionally been targeted at on-the-go workers and parents, but their offspring aged six months and older will be able to get in on the action with Heinz Breakfast Biscotti, made with a blend of grains including wheat, oat, barley, rice, corn and rye (rsp: £1.99/pack of six).

The move makes Heinz the latest in a host of brands to have leapt onto the breakfast biscuit bandwagon, including WeightWatchers, Weetabix and Oat So Simple this year alone. In the past year, the breakfast biscuit market has grown 86.6% to £79.8m [Kantar Worldpanel 52 w/e 12 May 2013].

The porridge pots market, which Heinz is entering with three 100g products this month, is also booming - sales have virtually doubled year-on-year from £9.7m to £19m [Kantar].

The new Heinz pots (rsp: £1.19) will be available in Creamy Oat Porridge, Banana & Apple Muesli and Very Berry Porridge flavours, and contain calcium for strong bones and iron for healthy brain development.

Heinz is also refreshing its infant cereals recipes with added prebiotics and a new pack design that is being used across the breakfast range.

“While there are shelves full of adult breakfasts, there is very little choice when it comes to what’s available in the infant aisle,” said Virginie Mercier, marketing manager for Heinz Infant Feeding.