Heinz is investing GBP2.5m (US$4.7m) and adding thirteen new varieties to its soups range this autumn.

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Backed by TV advertising, the additions are being made in a bid to grow sales for the category, the company said today (11 August).


The range will see new additions for its Classics, Weight Watchers from Heinz, Taste of Home, Big Soup, Farmers’ Market and Soups of The World ambient soups.


“Heinz is investing significantly to continue to breathe life into the category,” said Matthew Cullum, marketing manager, Heinz Soup. “Not only are we adding new varieties to our market leading ranges, but we are also backing it with TV ad campaigns that will create greater demand and awareness for our soups among consumers.”


The additions have been launched on the back of a successful year for Heinz and the ambient soups category. In 2007, Heinz launched its Farmers’ Market, Heinz Taste of Home and Heinz Soups of the World ranges and accounted for 93% of the category’s growth, the company reported.

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Heinz Classics additions include; Carrot & Lentil and Chicken Barley Broth. Heinz Farmers’ Market additions include; Plum Tomato & Basil with Crème Fraiche; Beef, Mushroom & Red Wine and Roast Parsnip & Caramelised Onion.


Heinz Taste of Home additions include; Roast Chicken & Herb Dumpling and Peppered Steak Casserole.


The Weight Watchers additions include; Mexican Spicy Bean and Roasted Red Pepper & Tomato.


Heinz Big Soup additions are; Chunky Chicken Hotpot and Beef & Mushroom, while Heinz Soups of the World additions include; Italian Meatball & Tomato and Thai Green Chicken Curry.


“Heinz Soup is continuing to set the agenda for growth and by responding to consumer trends we are driving the entire category forward,” added Cullum.