HEINZ ‘TREATS’ THE INFANT FEEDING CATEGORY
Heinz is continuing to invest in its babyfood portfolio this year with the launch of Heinz First Steps Toddler Cookies and Heinz Organic Stock Cubes. The launches demonstrate Heinz’s ongoing commitment to push innovation forward through the infant feeding category.
Heinz First Steps Toddler Cookies offer parents a biscuit that is specially formulated for young children, making them a far more suitable treat than adult alternatives. Parents are currently restricted to buying adult snacks for their toddlers due to the limited offering available. The new range includes:
- Heinz Toddler Chocolate Cookies (30g, 6 cookies per pack) – RRP: £0.59
- Heinz Plain Chocolate Chip Cookies (30g, 6 cookies per pack) – RRP: £0.59
“We know that Heinz is a brand that mums know and trust,” says Jennifer Harker, brand manager. “Research into the category has shown that Mums are looking for finger foods they can reward and enjoy with their toddler but as there is a limited choice, 68% of Mum’s are opting for an adult alternative.*. Biscotti cookies have been specially formulated for toddlers, so mums can rest assured that by feeding their baby Heinz First Steps Toddler Cookies they are providing their baby with a good source of iron, with no artificial colours or preservatives. The cookies are also smaller in size than the adult alternative, so little hands can hold them, helping to develop hand eye co-ordination”.
In addition to the new Heinz First Steps Cookies, Heinz is introducing two new Heinz Organic Stock Cubes. The products are designed to make home cooking a bit easier. They are suitable for the whole family, from 4-6 months onwards, and come in two varieties:
- Organic Chicken Stock Cubes (51g, 6 stock cubes per pack) – RRP £1.49
- Organic Vegetable Stock Cubes (66g, 6 stock cubes per pack) – RRP £1.49
“We understand that mums want to create home cooked food but often don’t have the time available to do this every day,” says Jack Wallace, senior brand manager. “For mums to make stock from scratch she has to use lots of ingredients and spend hours in the kitchen which is almost impossible with young children around. Adult stock cubes offer convenience, however the salt level is far too high for babies – Heinz’s Stock Cubes offer all the flavour your family needs but with a much lower level of salt. They are gluten free, and contain no artificial colours, flavours or preservatives.”
Jack concludes: “Heinz’s team of baby experts, including development chefs and nutritional specialists ensure these tried and tested products have the great taste you’d expect from Heinz. By developing our existing portfolio and investing in new products, we are helping to drive sales for our retail partners by keeping mum in the baby aisle for longer as well as attracting new buyers”.
The “Home cooking” sector is worth £5.1 million, the majority of which has been driven by Heinz Cook at Home which is growing strongly in both value and units at 51.2% and 42.6%*.
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