The company, which makes Aunt Bessie’s potato products under licence from Tryton Foods, has developed Oven Bake Baby Potatoes (rsp: £1.59 for 1kg) that are roasted in their skins to create a richer flavour. They will offer an alternative to Aunt Bessie’s Crispy Roast Potatoes, it said.
Heinz is also adding interest
to the dieting market with three flavoured products developed for the WeightWatchers portfolio.
A Spring Onion Mash is being launched alongside Mediterranean Potatoes and Bombay Potatoes, targeting midweek eating occasions (rsp: £1.39 for 650g). “The healthy potatoes category has suffered from a lack of excitement and differentiation,” said Ninfa Grazzini, marketing manager for Heinz Frozen Potatoes. “There is a huge opportunity to grow the sector .”
The frozen potato market is worth £429m [IRI 52 w/e September 3, 2005] and Heinz identified low-fat products as the key growth area.