Heinz has revealed plans to enhance its core soup brands, building on the recent £7m investment to drive soup category growth.

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The company’s strategy includes expanding the number of varieties on the market introducing larger can sizes to increase usage occasions and new marketing support. 


Heinz said that amongst the changes, retailers can expect to see the introduction of three contemporary recipes to the Heinz Classics range: Italian Chicken, Tomato & Red Pepper, Tomato, Sweet Chilli & Pasta and Pea & Ham. The company will also introduce three new flavours to the Heinz Big Soup range: Steak & Potato, Cumberland Sausage & Vegetable, and Smokey Bacon, Leek & Potato.


Meanwhile, a new larger 515g serving will be available.


There will be new packaging for WWfH Soup to highlight Heinz’s ingredients and feature prominent nutritional flashes.  An integrated marketing campaign for WWfH Soup in January 2008 will re-engage consumers by communicating that Heinz understands that dieters want to ‘lose weight, not taste’.

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“This second phase of investment clearly illustrates Heinz’s ongoing commitment to strengthening its core brands and driving the total soup category forward,” commented Matthew Cullum, marketing manager, Heinz Soup. “The fantastic sales uplifts seen following our initial investment at the end of last year have exceeded expectations and we intend to build on this.  Heinz Big Soup is a particularly exciting success story and the brand has great potential to grow the total category.  Over the past six months we have invested significantly to make Big Soup taste better than ever, by introducing even bigger chunks of meat and vegetables.  The Big Soup outdoor campaign had a very British slant to it and made a real connection with younger consumers. 


“Response amongst consumers to all the new varieties launched across the core brands has been great,” continued Matthew. “We will keep on improving our recipes and introduce new exciting ingredient combinations that will ensure we are in line with contemporary trends while still appealing to our mainstream consumers. Research also tells us that there is currently an untapped opportunity to drive purchase levels by introducing new, larger, can sizes. Heinz Big Soup and WWfH are consumed at lunchtime and both consumer bases have expressed a strong desire to enjoy their favourite varieties as a main meal. Both the WWfH 400g can and the Big Soup 515g have performed well in our research indicating that they will sell well in the market place.”