The policy has three key planks, he told The Grocer in an exclusive interview: to change the palate of the nation; improve nutrition and choice; and provide a point of differentiation for retailers by creating customised product lines.
As well as making core products such as baked beans healthier, Heinz would be looking to develop more new product lines like the recently launched Salad Shakers range, he said.
“We’re going back to the principles on which Heinz was founded 135 years ago: enhancing the health of the nation. It’s in our DNA,” he said.
Pledging to use only ingredients that consumers find in their own kitchen, he said that the company would be “restaging” its beans and soup brands to “emphasise wholesomeness and nutritional values”. He added that it would be making further reductions to the salt levels of its standard baked beans and next month launching Heinz Reduced Sugar & Salt Baked Beans, which were a further 15% lower in salt.