Heinz is extending its Big sub-brand into canned ready meals.
The company is rolling out Chilli Con Carne and Fiery Chilli Con Carne ready meals (rsp: £1.99), which are made with minced beef sourced from UK producers. Like the other Big products, the meals are targeted at 25 to 44-year-old men.
“Penetration of the canned ready meals market is low,” said Heinz brand manager Shivani Desai. “We aim to restore consumers’ faith that canned meals can provide a quality, delicious and convenient meal.”
Big has an 8.4% share of the wet ambient soup market [Nielsen 52 w/e 14 September 2013]. In total - including frozen Big ready meals - the sub-brand is worth £32.5m.