Heinz is putting its salad cream into a top-down format for the first time and is introducing an Extra Light variant ahead of the barbecue season.
Extra Light salad cream swells the company’s range to three and contains 70% less fat than the light
variant as well as 20% less sugar and 24% less salt. Heinz said that while the overall value of the salad cream market was static, light variants had grown as consumers switched to healthier alternatives.
Victoria Gregory, marketing manager for cold condiments at Heinz, said: “As low-calorie foods become increasingly popular, we are meeting consumer needs by offering an unbeatably light salad cream. Our continued innovation will entice new salad cream buyers.”
From the end of this month Heinz salad cream will be available in top-down bottles that Gregory said would bring new consumers to the category. “Our research has shown that a third of consumers claim they will buy top-down in addition to the salad cream that they normally buy,” she said.
Branding of the products has also been modernised by Heinz, with new labels being rolled out across the entire salad cream range over the next couple of months.
Heinz will be running activities with retailers to emphasise the link between barbecue foods and salads and its salad cream during the barbecue season, which it said accounted for 60% of its salad cream sales.
Poppets is using its retro heritage to relaunch sweets with new packaging showing icons such as the Rubik’s Cube and space hoppers. Fox’s Confectionery is putting £2m behind the range with a radio, press and sampling campaign.

Raspberry and Strawberry Swirl Pots are the latest product from Skinny Cow (rsp: £2.29 for four 100ml pots), which will screen TV adverts for the brand this summer.

Vittel is sponsoring Channel 4’s The Games, which includes E4 programming for nine days in March as well as E4’s trackside coverage and The Games web site.

Ginsters is adding a Deep Fill ‘less than 350 calories’ Chicken Tikka sandwich to its healthier eating sandwich range as part of a number of planned extensions for 2006.
Stefan Chomka
Poppets go retro
Skinny swirl pots
Vittel backs Games
Lower-cal tikka