John Garnett is on a mission to make the frozen food sector fashionable again. With new products launched this month by the company, supported by £5m investment and a television advertising campaign, the managing director of Heinz Frozen and Chilled Foods, Europe, is aiming to make Heinz the key player in frozen food. "Over the past two years frozen food has had a rough time. The decline is now stable again and parts are in growth, for example desserts is growing at 9%," he says.
"Despite the press that frozen gets, the category has an enormous amount to offer, such as health and storage - we want to drive this forward. Our goal is to become the fastest-growing frozen food company through commitment to new innovation and advertising."
His plans have already moved up a gear. This month Heinz relaunched its WeightWatchers from Heinz range with three new varieties: Thai Red Curry, Creamy Chicken Tarragon and Chilli con Carne, and three new frozen desserts: Caramel Crunch, Mochaccino Desserts and Mint Chocolate Top. The launches are backed by a £2m national advertising campaign - the first time in three years that the brand has been on TV. The campaign focuses on the taste of the brand and how "surprisingly good the taste can be," says Garnett.
He is responsible for all Heinz frozen and chilled operations, a section of the Heinz business with an annual turnover of £200m and 1,300 employees. It is split into the categories of ready meals, potatoes and desserts, with key brands including WeightWatchers from Heinz and Aunt Bessie's.
He has only been in the position for eight months, but is relishing it. "I'm really enjoying the role. It is very exciting and there are lots of challenges. There's a lot happening in the sector."
Prior to Heinz, Garnett was managing director of HP Foods, with overall responsibility for the HP Sauce and Lea & Perrins brands. He began his career at Procter & Gamble, holding a variety of roles including global marketing director for Pantene, where he was responsible for driving growth and innovation worldwide.
Garnett remains coy about Heinz's plans for the coming year, only promising more new products. "We have a raft of innovation planned for 2007, so watch this space," he says.
"Despite the press that frozen gets, the category has an enormous amount to offer, such as health and storage - we want to drive this forward. Our goal is to become the fastest-growing frozen food company through commitment to new innovation and advertising."
His plans have already moved up a gear. This month Heinz relaunched its WeightWatchers from Heinz range with three new varieties: Thai Red Curry, Creamy Chicken Tarragon and Chilli con Carne, and three new frozen desserts: Caramel Crunch, Mochaccino Desserts and Mint Chocolate Top. The launches are backed by a £2m national advertising campaign - the first time in three years that the brand has been on TV. The campaign focuses on the taste of the brand and how "surprisingly good the taste can be," says Garnett.
He is responsible for all Heinz frozen and chilled operations, a section of the Heinz business with an annual turnover of £200m and 1,300 employees. It is split into the categories of ready meals, potatoes and desserts, with key brands including WeightWatchers from Heinz and Aunt Bessie's.
He has only been in the position for eight months, but is relishing it. "I'm really enjoying the role. It is very exciting and there are lots of challenges. There's a lot happening in the sector."
Prior to Heinz, Garnett was managing director of HP Foods, with overall responsibility for the HP Sauce and Lea & Perrins brands. He began his career at Procter & Gamble, holding a variety of roles including global marketing director for Pantene, where he was responsible for driving growth and innovation worldwide.
Garnett remains coy about Heinz's plans for the coming year, only promising more new products. "We have a raft of innovation planned for 2007, so watch this space," he says.
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