Heinz is aiming to boost its flagging fortunes in the frozen arena with the launch of six desserts.
Going on shelf now, the new lines follow company disasters at the savoury end of the market. The Bite Me snacking range was withdrawn earlier this month and the Main Street Bistro range was axed last year.
However, Heinz’s frozen dessert brands are
doing well, with Weight Watchers individual desserts grabbing third spot in the sector last year, according to The Grocer’s Top Products survey 2003. Sales of the brand were up 24% to £12.6m, while the Deeply Delicious Cheesecake range grew 180% year-on-year and moved to fifth spot.
The new range comprises Triple Chocolate and Double Lemon Gateaux, Lemon Meringue and Bramley Apple Pies, as well as Apple and Sultana and Wildfruit Strudels. All retail at £1.99 and range from 340g to 455g.

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