Heinz Star Wars pasta shapes are landing on shelf to coincide with the launch of the blockbuster. R2-D2, Darth Maul, Anakin Skywalker, Jar Jar Binks, Naboo and Droid Starfighter are immortalised in Heinz' latest character product. Holographic labelling has been used to give the 205g and 400g cans shelf standout. Heinz claims a 57% volume share of the shaped canned pasta sector. Category manager Mark Holdaway attributes this success to bright and distinctive packaging. He said: "Character pasta shapes are often the first point of entry for children into the canned pasta category." {{P&P }}