Heinz PAW Patrol licensed biscuits for toddlers

Heinz has added its first biscuit line aimed at toddlers, as the fmcg giant seeks to recoup sales lost in the infant snacking category.

The two licensed SKUs for children aged over 12 months are based on pre-school TV shows, with the biscuits shaped like the characters: Peppa Pig (strawberry & peach flavour) and PAW Patrol (peach & apricot) (rsp: £2/140g). Estimated by Heinz to drive 3% category growth in their first year, they come as the supplier’s baby snacks portfolio is down 8.5% in value sales, in a market up 10.1% and dominated by Organix [Nielsen 52 w/e 8 October 2016].

Rolling out now in a resealable doypack, the NPD is to be supported with a ‘high-profile’ digital and social media push, along with in-store activity including sampling.

“With infant snacking the fastest-growing sector within infant foods, it is important for us to maintain relevance,” said Becky Smith, Heinz assistant brand manager for infant feeding. “Creating biscuits in the shape of the two most iconic characters in pre-school entertainment allows us to create a fun and entertaining snack-time for both mother and baby, ensuring parents remain in the category for longer.”