Heinz is developing its first dedicated kids food range under a joint branding partnership with the BBC’s children’s cookery programme Planet Cook.
The Heinz Planet Cook range will feature 21 healthy products including canned pasta, ambient meal kits for curries and beef chilli, noodle meals, frozen mashed potato nuggets with different herb flavours, soup cups and pouches and sauces in squirty tubes.
The products contain no more than 0.69g of salt per 100g serving and will also fall well within recommended daily allowances of fat and sugar for four to six-year-olds, according to Heinz brands vice-president Scott Garrett. He said the range -
which is still in the development stage and will be on shelf from September - responded to increasing parental concern about children’s diets.
“A key component will be the nutritional benefit. We identify with parents in that what’s out there for kids at the moment is nutritionally deficient,” he said.
“Our range is conforming to guidelines for four to six year-olds, so meets the strictest standards thjat we could find, but will be targeted at children of all ages.”
The range will be expanded and supported with a £10m spend in the next three years.
He said the joint branding with Planet Cook was an excellent partnership.
The programme, which is fronted by celebrity chef Kevin Woodford and aired on CBBC Channel and BBC1, aims to encourage young children to cook and eat more nutritious foods in a Ready Steady Cook equivalent for under 10s.
The range will provide an easy way of cooking for kids with some lines requiring the addition of vegetables or meat, as well as convenient options such as frozen ready meals.
Claire Hu