HJ Heinz has unveiled plans to “refresh” its Big Soup brand, with the launch of new microwavable pots and repackaging of the existing line.
The new pot format and packaging – which focuses on the ”big, chunky and tasty” message – are expected to drive incremental sales, the group said.
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“Heinz Big Soup is going from strength to strength and in 2010, one in six UK households purchased from our range of chunky soups,” said Lucy Cawkwell, Heinz Soups senior brand manager. “We know that there are further opportunities to grow the brand and from listening to our consumers we have identified that one of the things they are looking for is more convenient packaging formats.”
