HEINZ LAUNCHES NEW REDUCED SALT SOUP RANGE
Heinz is introducing a reduced salt alternative to its Classic Soup range.
The move is part of Heinz’s on-going commitment to drive value in the healthy eating category, while also responding to consumer demand for lower salt choices.
The products will contain the same taste of Heinz Classic Soup, but with twenty five per cent less salt than the standard recipe.
The new range will be available in four Heinz Classic varieties from twelfth of July, in a four hundred gram can, including:
- Heinz Cream of Tomato Soup Reduced Salt
- Heinz Cream of Chicken Soup Reduced Salt
- Heinz Vegetable Soup Reduced Salt
- Heinz Cream of Mushroom Soup Reduced Salt
Jennie Chubb, Heinz Soup Brand Manager said: “Heinz Classic Soup is an iconic product that generations of consumers have enjoyed when they are looking for a quick, tasty meal.
The entire Heinz Soup range is already within the Food Standard Agency’s salt target for 2010 but we know that consumers are growing increasingly aware of the level of salt in their food.”
Our research identified that forty two per cent would prefer to buy a reduced salt product if it was available and Heinz Classic Reduced Salt Soup has put a tick in all the right boxes by combining health, convenience and taste.”
The Heinz Classic Reduced Salt Soup packaging has been designed to hope to achieve stand out on shelf, with front of pack flashes highlighting the fact the recipe contains a reduced amount of salt.
The pack retains the traditional Heinz Classic Soup colours and styles, to highlight the heritage of the brand and the design.
Jennie Chubb concluded:
“We are confident that the Heinz Classic Reduced Salt range will bring new, health conscious consumers to the soups category, including those who are not currently frequent soup consumers, boosting incremental sales for retailers”
The wet ambient soup market is worth three hundred and thirty five million pounds and is growing +3.6 per cent in value, declining in volume at -0.4%.
Heinz is growing ahead of the market in value +10.2 per cent with a value share of sixty seven point one per cent. Heinz’s volume is growing +8.8 per cent with a volume share of sixty four point eight per cent.
The new reduced salt four hundred gram soup cans come with an RRP of £0.79 and will be available in major supermarket retailers.
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