March 9, 2012, 7:05 am

Heinz is step-changing the baby food category with the launch of its new 100% Fruit Smoothies range – the first of its kind on the market, by an Infant Feeding brand.

The convenient 180ml plastic screw-top bottle allows parents to give their little ones a drink with strong nutritional benefits that can be served when out and about.

Made with 100% fruit, Heinz Fruit Smoothies count as ‘2 of babies’ 5 a day’ and contain 80% of babies’ vitamin C needs.

In addition, they contain no added sugar and no artificial flavours, colours or preservatives.

Heinz is looking to drive sales among existing drinks consumers as well as attract new consumers into the baby drinks market by launching this new and differentiated smoothies offering to the category.

Heinz Fruit Smoothies count as ‘2 of babies’ 5 a day’

Heinz is now bringing the success that smoothies have seen in the adult and kids categories into the Infant Feeding market.

New Heinz Fruit Smoothies are available in the Infant Feeding aisle from 5th March, with a RRP of £0.89 for a single bottle. They are available in the following varieties:

Pear & Apple
Apricot & Pear

Virginie Mercier, Heinz Marketing Manager Infant Feeding, said:

“Our consumer insight has shown that mums’ idea of a perfect drink for their babies is one with nutritional benefits.

“Mums want a drink that contains at least ‘1 of their babies’ 5 a day’, contains no added sugar, artificial colours, flavours or preservatives as well as convenient packaging for when they’re on the go.

“We feel that our new 100% Fruit Smoothies fulfil these wishes, even exceeding it by providing babies with ‘2 of their 5 a day,’ with the added benefit of vitamin C.

“We see the launch of Heinz Fruit Smoothies as part of our continued commitment to supporting mums and making their lives easier, as well as driving sales of the new range for our retail partners.”

The baby drinks market is worth £10.8million and the total market is seeing a year-on-year decline of -3.9%, driven by less consumers buying into the category.

As the number one brand, Heinz is growing in value sales by +10.5% and has an overall value share of 57.5%.


Related articles

< back to news


Join our mailing list and we'll update you with the latest news within food and drink and keep you up to speed with what's being planned for our industry-leading events:

Read our privacy policy.

Thank you for subscribing