Heinz Snap Pots celebrate first birthday

Tuesday, 06 January 2009

One year on from its launch, Heinz Snap Pots has taken the beans, kids and meals market by storm, generating retail sales in excess of £12 million and securing 95% distribution.

In 2007, and as part of a multi million investment in its beans, kids and meals portfolio, Heinz added the new, super-convenient 'Snap Pots' format to its iconic Beanz and Pasta ranges in a bid to cater for consumers who want an even quicker way to prepare a light snack.

Heinz Beanz Snap Pots alone has generated more than £10m of sales in the first year, which has assisted Heinz Beanz value growth of +11%1 yoy.

The launch has driven category value with 52% of the volume being incremental to the total beans category, resulting in the product adding 295k buyers to the sector.

The Kids market has reached a value of £58 million, having grown by +7.5% over the last year.

This growth has been driven by Heinz Hoops Snap Pots, which has achieved £1.8 million value sales to date and a 4% value share of the kids accompaniment sector, bringing Heinz's overall share of the Kids market to 74.7%, +12.3% on last year.

"The results speak for themselves," says Heinz Beanz Marketing Manager John Alderman.

"Heinz Snap Pots has been an instant hit with consumers. Snap, heat and eat: that's how easy it is for consumers who want a great tasting, super convenient snack. What's more, Snap Pots can be snapped into individual portions which are an ideal size to put in your bag to take to work for lunch."

In early 2008, Heinz launched a new advertising campaign to drive further awareness and sales for Snap Pots.

The advert was set in the kitchens of a mum, student, young executive and grandmother, where they each prepare a meal for themselves to the music of Anita Ward's 'You can ring my bell'.

This highly successful 'Eazy Beanzy' campaign saw sales soar over night in retailers.

John Alderman continues: "Heinz is dedicated to looking for new ways to drive value in the beans, kids and meals category.

"As market leader we have a responsibility to spearhead this growth and the launch of Snap Pots demonstrates how we are harnessing consumer trends to make the category more relevant and more exciting for consumers and so growing sales for our retail partners."

Source: Heinz