28 Feb 2008


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Heinz Soup

Heinz Soup

Heinz

Top 100 Grocery Brands

Source : Checkout Nielsen Top 100 Grocery Brands
Position: 24
Heinz souped up its product range in 2007 with new varieties, enhanced recipes and redesigned packaging. The result? Sales rose 12.5% to £177.3m compared to £157.5m the previous year.

Heinz soups

It invested heavily in new product development with the launch of three new ranges: Heinz Farmers' Market, Heinz Taste of Home and Heinz Soups of the World.

“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%

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