Heinz unveils new packaging design

Heinz is introducing a brand new pack design across its entire pasta portfolio in a bid to drive new consumers to the category.

The new design uses colourful illustrations to remind consumers about the inherent benefits of Heinz Spaghetti and Heinz Spaghetti Hoops. Featuring a plump juicy tomato, the label brings to life how a whole tomato is squeezed into every portion, providing ‘one of your five-a-day’, while additional illustrations outline how each can contains absolutely no preservatives, is low in sugar and naturally low in fat.

The label refresh, which launches from 31 January, promotes Heinz Pasta, and in particular its iconic Spaghetti Hoops variety, as the preferred option for busy consumers looking to create smiles at meal times.

The redesign also encompasses the long-time consumer favourite Pasta Meals, with the view to unlocking consumption barriers and reiterating their status as a convenient proposition for consumers looking for a nutritional meal.

Katie Bleach, Marketing Controller, said: “In revitalising the Heinz pasta portfolio, we are drawing on the brand’s history of playfulness, as well as building on how we communicate our key credentials more clearly to consumers.

“It is essential we use the packaging to bring to life how much goodness is squeezed into every serving, especially when a crucial segment of our target market is busy mums whose children are graduating from the infant feeding category into more grown up foods.

“We want to remind all consumers that not only is there no substitute for that classic Heinz tomato taste, but that each spoonful is as nutritious as it is delicious”.

The pasta category is worth £107million, of which Heinz has a 74.7% value share.