HEINZ DRIVES BABY CATEGORY WITH UNIQUE PACKAGING
Heinz launches the first and only pouch with a spout to provide bigger chunks and more texture to babies 10+ months
This January, Heinz Baby is introducing the first and only stage 3 range of pouches with a spout. Suitable for babies 10+ months, the new, more convenient packaging innovation features a wider spout * to allow for bigger chunks, in a bid to drive further growth into the infant feeding category.
Exclusive to Heinz the wider spout was rolled out across all stage 2 7+ months products earlier this year, driving a 17.4% value sales uplift {1} .
Gaëlle Vernet, Brand Manager at Heinz Baby, said: "With 25% of meals consumed out of home {2} there is a demand from parents for easy to use products containing delicious meals, providing the right texture and nutrition for their children at each stage, without compromising on convenience.
"The pouch format, as we know, is a popular choice and after listening to mums' existing needs, we decided to add the benefit of a wider spout on 7+ months and 10+ months ranges to help parents when they are beginning to wean their children onto bigger, chunkier foods."
With Heinz Baby stage 3 now offering a unique selling point, retailers and grocers can benefit by increasing their offering of Heinz Baby in store.
Heinz Baby stage 3 pouches will be available in Asda from 1st January 2016, followed by Morrison's on 6th January 2016 and Tesco 7th February 2016.
Notes
1 ) Nielsen scan track 12we vs YA we 07/12/2015)
2 ) Club 57 consumer study, January 2015 / Kantar World Panel to w/e January 2015
* 50% wider than its competitors
