Market leader Heinz is introducing a reduced salt alternative to its iconic Classic Soup range. The move is part of Heinz’s on-going commitment to drive value in the healthy eating category, while responding to consumer demand for lower salt choices. The products will contain the same great taste of Heinz Classic Soup, but with 25 per cent less salt than the standard recipe.
The new range has been available in four Heinz Classic favourite varieties since 12th July, in a 400g can with a recommended retail price of £0.79:
– Heinz Cream of Tomato Soup Reduced Salt
– Heinz Cream of Chicken Soup Reduced Salt
– Heinz Vegetable Soup Reduced Salt
– Heinz Cream of Mushroom Soup Reduced Salt
“Heinz Classic Soup is an iconic product that generations of consumers have enjoyed when they are looking for a quick, tasty meal,” said Jennie Chubb, Heinz Soup Brand Manager. “The entire Heinz Soup range is already within the Food Standard Agency’s salt target for 2010 but we know that consumers are growing increasingly aware of the level of salt in their food.
“Our research identified that 42 per cent would prefer to buy a reduced salt product if it was available and Heinz Classic Reduced Salt Soup has put a tick in all the right boxes by combining health, convenience and taste. The new range uses the traditional Heinz Classic Soup recipes, providing all the taste consumers have come to expect but with 25 per cent less salt.”
The Heinz Classic Reduced Salt Soup packaging has been designed to ensure great stand out on shelf, with front of pack flashes highlighting the fact the recipe contains a reduced amount of salt. The pack retains the traditional Heinz Classic Soup colours and styles, to highlight the heritage of the brand and the design.
“We are confident that the Heinz Classic Reduced Salt range will bring new, health conscious consumers to the soups category, including those who are not currently frequent soup consumers, boosting incremental sales for retailers” concludes Jennie Chubb.
The wet ambient soup market is worth £335 million and is growing +3.6 per cent in value, declining in volume at -0.4%. Heinz is growing ahead of the market in value +10.2 per cent with a value share of 67.1 per cent. Heinz’s volume is growing +8.8 per cent with a volume share of 64.8 per cent.