Heinz launches new advertising campaign for Snap Pots

Snap Pots is set to be one of the biggest new products of 2008, with sales forecast to beat other significant launches such as the Coca-Cola original shaped bottle that clocked up £18m worth of sales in 2007.

The advertising, which airs on 14 January, emphasises how easy and convenient it is to snap, heat and eat a single portion of Heinz Beanz and Pasta. Set in the kitchens of a mum, student, young exec and granny, they each prepare a meal for themselves to the music of Anita Ward's 'You can ring my bell'.

"Since its launch in October, Snap Pots has taken the grocery aisle by storm with packs flying off the shelves," says Heinz Beanz Senior Brand Manager Nathan Ansell. "These catchy ads will create further awareness and demand for Snap Pots which has received a red hot welcome from consumers."

Heinz Snap Pots has delivered 5 million unit sales and has already clocked up a 5.5% share of the Beans market. Hoops Snap Pots alone already has a 13% volume share of Kids' Pasta.

Similar to multipacks in other categories, Heinz Snap Pots can be snapped into single 200g portions and heated in the microwave for one minute before being served.

Snap Pots has been developed to cater for consumers who, when cooking for themselves, often leave the rest of an unused can in the fridge which often goes to waste. The portable Snap Pots will also appeal to people who want to take them to work for their lunch and those who want a quick meal but who find opening a can a hassle. Snap Pots provide a portion for one in a quick, easy and convenient to open and heat format.

"The grocery category is still the backbone of any busy convenience store but retailers could be missing out on 21 million unit sales per year through a lack of focus in the grocery aisle," says Faye Kirkham, Heinz Retail Execution Manager.

"Through the 'Grow Grocery' initiative, Heinz is committed to investing in new and exciting brands such as Snap Pots to help independent convenience retailers make the most of the hugely profitable grocery category. It is an opportunity that is too big to be ignored."

The Beans, Kids and Meals market

The Beans, Kids and Meals market is growing at +4% and is worth £36.4 million in the convenience and impulse channel. Within it, the leading sub-categories are Baked Beans (61% share), Canned Pasta Meals (15%) and Baked Bean Meals (14%).

The Baked Beans market is in growth by +7% in this channel and is worth £22.2million. Heinz is the biggest player with its Beanz, claiming an 81% share. Private label is the second biggest player with an 11% share.

In Pasta, Heinz Pasta has an 86% share. The sub-category is worth £3.8 million. Private label is the second biggest player with a 9% share.

Beans, Kids and Meals display advice

When building the Beans and Pasta display, retailers should give approximately 38% of the fixture space to baked beans followed by canned and pasta meals.