Heinz is specifically targeting convenience channels for the first time as it launches a tranche of next generation products, the first of which will be on shelf in September.
Heinz Micowaveable Soup Cups are handheld with a snap-on lid, similar to a takeway coffee, complete with insulated sleeve. The cup is reheated in the microwave for 90 seconds.
The launch is being backed by £2.5m expenditure including TV advertising in October.
The product is the first major launch out of Heinz's new convenience group, led by customer business development manager, convenience, David Wain. This comprises a dedicated team of account managers liaising with Heinz's marketers on convenience lines.
"We have produced convenience products for some time but have not specifically targeted convenience channels before," said Wain. "We are trying to better serve the needs of the trade channels that deliver these products, and will be working with them to offer choice and convenience to their customers."
Heinz Europe president and ceo Joe Jimenez said a number of products designed to open up the convenience market would come on stream in the next year. "We are developing new channels in a way we have not in the past, such as forecourts and c-stores. We are planning how to manage and resource these channels."