Kraft Heinz has added Paw Patrol characters to its licensed pasta portfolio, with the launch of three products for children.
Paw Patrol Duo Snap Pot Pasta Shapes (rsp: £1.29/2x190g), Paw Patrol Dry Pasta Shapes (rsp: £1.19/360g), and Paw Patrol Smooth Tomato Sauce (rsp: £1.55/250g) began rollout this week – all promising nutritional value. The snap pot counts as one of the 5 a day, has added vitamin D and iron, and is low in fat and sugar – while the sauce has no added sugar and salt, and the dry pasta is 50% whole wheat.
Heinz expects the NPD to drive growth of its licensed pasta offer. Paw Patrol was “the number one pre-school TV show across all UK kids’ channels”, it said. “These well-known characters are already driving performance in a wide variety of categories.”
Earlier this year, Heinz unveiled its first biscuit line aimed at toddlers, including a peach & apricot variant shaped like Paw Patrol characters.
Kraft Heinz marketing executive Jessica Millner added: “By partnering with licences, which are popular among our target audience, and bringing their presence on-pack, it enables us to engage with the gatekeeper at the point of purchase to drive incremental sales.”