New Weight Watchers options are Oriental

Tuesday, 07 October 2008

Weight Watchers from Heinz (WWfH) is adding a new range of Oriental-inspired dishes to its market-leading calorie controlled frozen ready meals portfolio. The launch confirms the brands commitment to drive innovation in key trend areas and extend its FRM offering by offering ethnic inspired dishes. Health-conscious consumers will now be able to tuck into their favourite Chinese dishes of Sweet & Sour Chicken, Beef & Black Bean and Sweet Chilli Chicken.

"The Oriental FRM sector is worth £35 million, however we know that for consumers watching their weight Chinese dishes can be a no-no due to their high fat content," explains Weight Watchers from Heinz Marketing Manager, Ian McCarthy. "Now, WWfH has expertly combined all the irresistible flavours, crunchy vegetables and mouth-watering sauces that make Chinese dishes such a treat."

The WWfH Oriental Range consists of:

• Sweet & Sour Chicken 330g - tender pieces of chicken in a tangy, sweet and sour sauce with pineapple chunks and sweet pepper, RRP £2.33

• Beef & Black Bean 330g - lean beef strips in a savoury black bean sauce, served with green and red peppers, onion and rice, RRP £2.33

• Sweet Chilli Chicken 330g - tender pieces of chicken in a delicious sweet chilli sauce, served with red pepper strips and rice, RRP £2.33

WWfH Taste Temptation range updates

Launched last year, WWfH Taste Temptations premium frozen ready meal range has been a hit with weight-conscious consumers looking for great tasting meals, offering indulgence and incorporating high quality ingredients. Two new main meal options and three new dessert options are being added to the Taste Temptations range.

"WWfH is a trusted low calorie brand with very strong loyalty levels," explains Ian McCarthy. "The key for a successful low calorie brand is to provide a wide variety of products so that consumers don't get bored and so tempted by less healthy options.

"The new Taste Temptation main meal options reflect the growing trend for traditional national recipes while the additions to the dessert range combine enjoyment and indulgence."

The additions to the Taste Temptations range are:

• Pork and Herbs Sausages with Mustard Mash, RRP £2.59
• Rich Beef and Red Wine Lasagne with Crispy Wedges, RRP £2.59
• Chocolate Mint Tortes, RRP £1.39
• Chocolate Porfiterole Dessert, RRP £1.99
• Vanilla Raspberry Panacotta, RRP £1.99

Brand support across the WWfH range is worth over £2 million and includes national TV. During the key dieting periods in Autumn and WWfH FRMs and Desserts will sponsor ITV3 Daytime programming.

The whole WWfH frozen ready meals portfolio has also undergone a packaging refresh to highlight key ingredients and clearly communicate on back of pack nutritional information including 'no added' claims.

WWfH has a 50% share of the healthy FRM market - worth £45m.[1][1] Value sales of its FRMs is up by 40% and volume by 52% year on year. Penetration levels are at an all time high with an additional 936,000 more households buying WWfH FRMs this year than last. WWfH frozen desserts are out-performing the market, growing at 21.7% in value and 11.7% in volume.

Source: Heinz