Heinz soup microwaveable pot

Cream of Tomato and Vegetable are available in three sizes

Kraft Heinz is aiming to make its core range of soups more convenient by pouring two popular variants into a microwaveable pot.

Cream of Tomato and Vegetable are available in three sizes of the 100% recyclable new format:  280g (rsp: 99p), 355g (rsp: £1.19) and 490g (rsp: £1.39). By comparison in price, a 400g Cream of Tomato is on shelf in the mults for around 95p.  

Featuring a closable lid and an aluminium foil seal “to lock in freshness”, the new ambient pot came as “the trend for convenient meal solutions continues to grow significantly” said Heinz. “With seven billion microwave meals consumed each year, and with 93% of UK households owning a microwave, in-home convenience continues to increase in importance.”

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Meanwhile, on-the-go was worth £24.3bn, “highlighting the potential for Heinz soup within the on-the-go category” the supplier added.

The new soup format joins other resealable plastic pots by Heinz, including its Beanz fridge pack launched in 2010 and Big Soup microwaveable tubs unveiled the following year.

The latest addition would “revolutionise the way consumers can indulge in some of our best-loved soup flavours” claimed Asmita Singh, Heinz soup senior brand manager. “We know the category like nobody else, and our brand and heritage ensures that we can deliver genuinely credible innovation.”

Sales of Heinz’s standard soup range dipped into the red last year, losing 1.4% of value to become worth £134.4m in UK grocery [Nielsen 52 w/e 8 September 2018].