Heinz no added sugar Hoops, 205g

Kraft Heinz has brought a no-added-sugar variant to its Heinz Hoops range, as the fmcg giant continues to address consumer demand for healthier options and worries about childhood obesity.

At 1.4g of sugar per 100g, the NPD marks a 64% decrease in sugar compared with the original Hoops line’s 3.9g. The new product also contains 12 fewer calories per 100g (41kcal against 53kcal). It will be available in four formats: 4x440g (rsp: £2.69), 400g (rsp: 75p), 3x205g (rsp: £1.55) and 205g (rsp: 55p).

Landing on shelf in selected retailers this month, with a full rollout in July, Heinz Hoops No Added Sugar came with one third of British households apprehensive about the levels of sugar and salt in their food, said Kraft Heinz.

Core shoppers of the Hoops portfolio were parents with children aged from two to nine, with sugar a key concern, added Brook Aspden, brand manager for Heinz pasta. “We wanted to bring a reduced sugar alternative to the category that helps to address these concerns.”

The launch comes after Heinz gave its reduced sugar Beanz range a major overhaul in January, cutting the sugar by 17% and changing the name from 50% Less Sugar Beanz to No Added Sugar.

The same month saw Heinz Tomato Ketchup 50% Less Sugars & 25% Less Salt become known as 50% Less Sugar & Salt after its salt content was cut from 1.3g per 100g to 0.9g.

“As an influential company, we want to be leading the health agenda, removing purchase barriers in order to grow the category and drive brand resonance with shoppers,” said Aspden.

The canned pasta category has lost 6.1% (£5.3m) in valuesales to £81.2m, with the Heinz pasta portfolio down 1.5% to £62m [Nielsen 52 w/e 8 October 2016].