Heinz is entering the standard ready meals market with the launch of Heinz Big Ready Meals in mid-September.
The new range has the tag-line, ‘Big on flavour’, and claims to offer consumers a convenient and satisfying meal.
This launch sees Heinz extend its Big brand beyond the ambient soup category for the first time.
Heinz Big Soup is currently number two in the ambient soups category (after Heinz Classics), with appeal amongst men who see the range as providing a filling meal solution.
Heinz is now looking to build on this brand equity with its first venture into standard ready meals.
Heinz Big Ready Meals have an RRP of £2.00, with each dish made with a combination of meat and vegetables in a sauce, with potatoes or pasta.
Primarily aimed at 25 to 44 year old males looking for a quick meal, the Heinz Big Ready Meals are heated in the microwave and ready to eat in minutes.
The new range will be available in-store in four different varieties:
Chicken Curry (420g) – Lean chicken in a curry sauce with potato wedges
Pasta Bolognese (440g) – Penne pasta with 100% beef and Cheddar Cheese in a red wine tomato sauce
Chilli Con Carne (440g) – 100% beef in a chilli sauce with potato wedges
Beef Hot Pot (450g) – 100% beef with chunky veg and potato wedges in a sauce made with Lea & Perrins Worcestershire sauce
The launch will be supported with in-store activity and POS material.
In addition, the Heinz Big Ready Meals range will benefit from the existing Heinz Big partnership with the Rugby Football League.