“Soup fits perfectly with changing consumer needs and research clearly shows there’s scope to introduce some big, innovative new ranges to develop the total market and raise the bar for driving growth,” comments Heinz Soup marketing manager Matthew Cullum.
“Heinz is renowned for offering high quality soup in the traditional sense but the launch of Heinz Farmers’ Market, Heinz Taste of Home and Heinz Soups of the World has attracted new consumers by offering something a little different, indeed over 50% of all our new product sales have been incremental to the category.
“Certainly results to date are extremely encouraging with our NPD achieving a 10% share of wet ambient soup only 12 weeks after launch. On the back of this Heinz soup has driven growth not only of its own brands (+19%) but the category as a whole (+13%).”
Heinz soup has invested £7m in new varieties, enhanced recipes and redesigned packaging in a bid to drive soup category growth. The £3.5m investment in the three new ranges is part of this.
Cans are still far and away the most popular format in which to purchase soup with 95.8% of all wet ambient product sold in cans.
2007 £177.3m
2006 £157.5m
yoy change 12.5%
