HEINZ PASTA LAUNCHES SPAGHETTI PLUS
Heinz is invigorating the canned pasta category with the launch of a new meals range – Heinz Spaghetti Plus. Two brand new recipes will join Heinz Spaghetti Plus Sausages to offer consumers great tasting alternatives to the popular meal.
Heinz Spaghetti Plus Meatballs & Heinz Spaghetti Plus Pepperoni will join Heinz Spaghetti Plus Sausages to complete the range. The new additions are set to enhance Heinz’s classic spaghetti portfolio, giving shoppers a wider variety of products to try. On shelf in February, the Spaghetti Plus range has a RRP of £0.99p per 400g. Spaghetti Plus Sausages is also available in 200g, with a RRP of £0.69p.
Spaghetti with meat offers a different proposition to the consumer than the classic Heinz Spaghetti. This is demonstrated by the number of consumers only buying Heinz with sausages increasing by 19% YOY.
“We know that consumers really enjoy Heinz Spaghetti Plus Sausages because it is an exciting alternative to spaghetti. However, we also know that they are on the lookout for new flavours to add to their repertoire”, said Christina Honigfort, senior brand manager Heinz. “The Spaghetti Plus range offers these consumers an alternative to sausages but still provides the basis for a nutritious meal in minutes. Mums can also be reassured by the high quality of meat used across the Heinz Pasta portfolio and the added benefit of one portion of your 5 A DAY.”
The new range will be aligned with the look and feel of the contemporary new label design which Heinz’s Pasta portfolio undertook at the beginning of the year. The label will retain the colour purple that the previous Heinz Spaghetti & Sausages packaging held, in order to retain shopper cues.
“Heinz is committed to listening to consumers and investing in its portfolio of market leading brands so that they are relevant, exciting and offer real sales opportunities for our retail partners”, continues Christina Honigfort. “Last year we saw an increase of 100,000 households* buy into Heinz Spaghetti & Sausages. By introducing new variants to our portfolio we will encourage shopper loyalty and repeat purchases which will grow sales incrementally within the sector.”
The Pasta category is worth £107.3m, growing in value year-on-year. Within this, there are various sectors: Kids Pasta is worth 62% of the portfolio, whilst Pasta Meals form the remaining 38%. Within Kids, the key segments are Spaghetti (43.6% share), Hoops (22%), Kids Meals (18.3%) and Shapes (16.2%) Licenses sit within Shapes
Related posts:
