Snap Pots from Heinz is to benefit from a £3m push in the first advertising for the brand since it hit supermarket shelves last year.
A TV campaign next week is followed by press ads later in the year highlighting its convenience credentials. The 'snap, heat and eat' format, introduced across Heinz Baked Beanz and Hoops pasta last October, has been a success for Heinz, which plans to introduce the concept across more areas.
"The introduction of Snap Pots was a big investment for Heinz in terms of production facilities and we see it as a new capability as opposed to a format limited to just a few products," said Nathan Ansell, senior brand manager.
The range clocked up sales of £1.8m in its first seven weeks [IRI 17 December 2007]. It was on track to achieve sales of £18m in its first year, said Ansell, adding that new formats were in the pipeline as part of Heinz's drive to reinvigorate its categories.