Next month, it will roll out 150ml plastic bottles of two of the bestselling flavours from its 750ml baby juice range apple with spring water and apple & blackcurrant with spring water. It claimed on-the-go baby drinks that came in glass bottles were less convenient than its plastic alternative.
"There wasn't a convenient-sized, ready-to-drink offering on the market that mums could take with them when they are out," said Heinz infant feeding marketing manager Christina Honigfort.
The company hopes the launch of the bottles (rsp: 69p) will revive sales in the sector, which has fallen 5% by value year-on-year [Nielsen 52w/e 3 September]. Heinz said it is also planning further innovation to increase market penetration.