Heinz Paw Patrol Duo Snap Pot Pasta Shapes

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.”