Heinz to add new ambient soups to range

Available from July 2008 the range will see new additions for its Classics, Weight Watchers from Heinz, Taste of Home, Big Soup, Farmers' Market and Soups of The World ambient soups.

"Heinz is investing significantly to continue to breathe life into the category," says Matthew Cullum, Marketing Manager, Heinz Soup. "Not only are we adding new and exciting varieties to our market leading ranges - offering tastes from around the world, hearty soups for hearty eaters and soups inspired by farmers' markets - but we are also backing it with TV ad campaigns that will create greater demand and awareness for our soups among consumers."

The additions have been launched on the back of a hugely successful year for Heinz and the ambient soups category. In 2007, Heinz re-energised the ambient soups category with the launch of Heinz Farmers' Market, Heinz Taste of Home and Heinz Soups of the World and as a result accounted for 93 per cent of the category's growth.

What can retailers expect to see?

Heinz Classics:
• Carrot & Lentil and Chicken Barley Broth will be the latest additions to the range in a 400g can
• The Heinz Classics brand has a 46 per cent share of the wet ambient category and has grown +15 per cent over the last twelve months.
• RRP: £0.69

Heinz Farmers' Market:
• Three new additions: Plum Tomato & Basil with Crème Fraiche; Beef, Mushroom & Red Wine and Roast Parsnip & Caramelised Onion
• Farmers' Market is the strongest performing new sub-brand in the wet ambient category achieving £5.6 million in sales to date (£9.3 million including Farmers' Market Chilled)
• Of all the Heinz NPD, Farmers' Market has achieved the strongest levels of trial with 3.8 million households having sampled it
• Heinz is investing £1.1m marketing support in the Farmers' Market range on TV in September / October 2008
• Heinz's premier soup range has been inspired by a traditional farmers' market and taps into the increasing desire amongst consumers for wholesome, hearty food that uses high quality ingredients
• RRP: £1.09

Heinz Taste of Home:
• Two new extensions to the range: Roast Chicken & Herb Dumpling and Peppered Steak Casserole
• Heinz is investing in a £1.5 million marketing support in a TV campaign for Taste of Home
• Heinz Taste of Home has established itself as the second biggest brand within the chunky sector
• The range is aimed at adults looking for a deliciously filling meal that is ready to eat in minutes
• RRP: £1.59

Weight Watchers from Heinz:
• Designed to encourage consumers to buy low calorie soups more often, Heinz is broadening the offering of the WWfH range, with Mexican Spicy Bean and Roasted Red Pepper & Tomato in 400g can formats
• Weight Watchers from Heinz is the clear market leader in the low calorie soups category with a 52 per cent value share
• Weight Watchers from Heinz is the only brand in the category in growth (+13%)
• RRP: £0.69

Heinz Big Soup:
• Chunky Chicken Hotpot and Beef & Mushroom 515g are joining the range
• Heinz Big Soup has a 67 per cent share of the wet ambient chunky soup segment
• Big Soup is the fastest growing brand in the chunky sector growing at +14 per cent
• The chunky segment is driving growth in the category and Big Soups accounts for 38 per cent of that growth
• RRP: £1.09

Heinz Soups of the World:
• Italian Meatball & Tomato and Thai Green Chicken Curry are the latest flavours to join the range
• 1.2 million households have tried Soups of the World since its launch in 2007
• 50 per cent of sales are incremental to the category
• The range of exciting soups is inspired by popular dishes from countries around the world such as Italy, Morocco and Mexico
• RRP: £1.09

"Heinz Soup is continuing to set the agenda for growth and by responding to consumer trends we are driving the entire category forward," says Matthew Cullum. "Heinz has opened up the soups category to more consumers who increasingly want more variety, taste, sustenance and convenience from their soup. We're sure these new additions will be a huge hit among existing and new soups fans and we look forward to seeing another year of continued growth for the category. "