HEINZ SALAD CREAM POSITIONS AS LOW FAT

December 31st, 2009

Heinz Salad CreamHeinz Salad Cream is kicking off the New Year with a new look. The market leader is targeting health conscious consumers with the news that Heinz Salad Cream has 66% less fat than mayonnaise.*

The new design will be on shelf in January, in time for the ‘New Year, New You’ diet season. The ‘66% less fat’ label will be featured on approximately 600,000 packs of 460g Original Heinz Salad Cream, between the end of December 2009 and February 2010.

“This is the first time we have stamped the 66% less fat message on our Heinz Salad Cream bottles,” comments Lynsey Hurst, Senior Brand Manager, Heinz Ambient Dressings. “Heinz Salad Cream is one of the nation’s best loved sauces, but few consumers fully appreciate the fact it has so much less fat than mayonnaise. The new design will generate standout on shelf and appeal to people who are looking for help with their New Year diets. Consumers will be reassured that they can carry on enjoying one of their favourite treats!”

Heinz Salad Cream is the clear market leader with a 75% value share of the £64.6 million salad cream market [1].

“As market leader of the £686 million sauces category, Heinz has a commitment to leading its growth,” continues Lynsey Hurst. “We know that Heinz Salad Cream is extremely popular during the summer months and this new label will help grow the sales of Heinz Salad Cream outside of the summer season.”

* Original Heinz Salad Cream is 66% lower in fat than the standard mayonnaise market leader