Heinz is to go head to head with Dolmio and Loyd Grossman in pasta sauces.
The fmcg giant is launching into the category with a range of sauces billed as showcasing “innovative, exploratory flavours”.
This will include a core range of four SKUs: Tomato Sauce for Bolognese, Sundried Cherry Tomato & Basil, Tomato & Chilli, and Tomato, Mascarpone & Grana Padano Cheese, as well as more out-there flavours such as Tomato & Lentil Ragu, Chunky Tomato & Mediterranean Veggies and Tomato, Mushroom & Pepper (rsp: £2.50/350g).
Heinz is playing up its tomato credentials with the launch, and the fact that it produces its own tomato seeds. “Heinz is a key player in the global tomato market, producing more than five billion naturally bred seeds per year via a network of 1,000 growers,” said Northern Europe president Jojo de Noronha.
Yet “despite this extensive agriculture heritage and tomato expertise, this is the first pasta sauce to be launched in the UK under the Heinz brand – a market where Heinz is annually ranked amongst the most loved food brands”, she said.
The sauces were made in Italy “to guarantee superior quality close to the fields”, contain no added sugar and contain one of shoppers’ 5 a day.
Ingredients were printed on the front of the bottles “for transparency”, said Heinz, while the launch used colour printed caps “to stand out in a sea of red products on shelf and help consumers clearly identify the differences between each flavour”.
With the exception of the Mascarpone & Grana Padano sauce, the range is suitable for vegans.
The launch will be backed by a marketing campaign spanning TV, digital and out of home with the tagline “Ridiculously Late, Ridiculously Good”, as well as “disruptive activation” in stores.
The range is the latest in a series of NPD to roll out from Heinz’s New Ventures department, such as its recent Made for Veggiez sauces, Plant Proteinz tins, and Kumana sauces.
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