Product: Mum’s Own babyfood range
Launch date: November 2003
The idea of getting mothers to provide recipes for a babyfood range appears to have worked for Heinz, which launched its Mum’s Own savoury portfolio just over a year ago.
The range, for which no fewer than 17 mums provided the recipes, has clocked up impressive sales of £20.2m in its first year [IRI 52 w/e October 2004]. The total wet babyhood market is valued at £99.2m.
Based on dishes entered into a Heinz competition in 2003, packaging on the jarred offerings features the name of the mother who developed each recipe, together with childlike illustrations.
Buyers have taken favourably to the newcomer. “It’s a good product but Heinz always had to do something as they saw Hipp and other manufacturers competing in the organic babyfood sector,” said senior buyer at Budgens Barry Carter.
“Heinz has a clear marketing message that they are able to promote to customers. I am sure that, with the right focus, it will perform well.”
At launch, Heinz supported the new range, which includes variants such as Joanne Nettle’s Orange Squash Stew and Brenda Hoppers’ Seaside Pasta, with press advertising, sampling and direct mail.
On the back of the success of the newcomer, Heinz has just added a four-strong range of toddler meals under the same banner, aimed at children 10 months and over.