The company, which is putting a £10m support package behind the developments, including a national TV campaign from October, is also planning to introduce a new line of ‘Special’ recipes to coincide with the relaunch, including nine blended recipes with flavours such as Mediterranean Tomato & Bacon and Spicy Butternut Squash Soup priced at 79p for a 400g can.
Heinz has adjusted the recipes for all of its Classic
soups to boost the static market for wet ambient soups and to respond to customer tastes.
It asked shoppers what they wanted from Heinz soups, and the results indicated that they favoured more of the main ingredients. In addition, Heinz claims it now has the lowest levels of salt, sugar and fat, across the total soup category.
However, the recipe changes have led to a price hike to about 56-59p per can, compared with a previous average of 48p. The soup packaging for the Heinz range has also been redesigned to include a ‘softened’ key stone and improved ingredients photography. The packaging will also include clearer labels with salt equivalents as well as allergen information.
The launch of the new developments will be rolled out in a series of one-day changeovers across all major retailers beginning on August 15.
Heinz has also cut its Classic range from 22 varieties to 13 to get rid of the duplication of similar flavours and also to free up shelf space for the new Special range.
A sampling programme for the Heinz Special range will target 1.4 million consumers.