Heinz is revitalising its Weight Watchers brand of frozen ready meals and desserts with improved recipes, revamped packaging and a TV campaign. The new low fat recipes reach shelves in October. They include an improved chicken balti with rice and four improved desserts ­ toffee and chocolate dessert, strawberry cheesecake, apple crumble and chocolate tiramisu ­ all of which can be eaten straight from the pot. A £1m TV campaign is due to kick off in mid January 2001 for four weeks. Heinz hopes the combination of modernised packaging, growing interest in health-oriented eating and the continued drive for convenience will attract new consumers. The Weight Watchers brand was launched in 1985 and frozen ready meals arrived in 1988. Heinz values the brand at £50m. {{P&P }}