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Heinz liven up pasta meals

Heinz introduces Pasta Pouches, a microwaveable complete meal for conveient and easy preparation.

The pouches use penne and fusilli pasta and provide one of therecomended five a day with no artificial colours or preservatives. With a RRP of £1.39, they are designed as a hot lunch option as an alternative to sandwiches. They come in four flavours; Cheese & Tomato Tortellini in Tomato Sauce with Penne, Spicy Tomato & Pepperoni Sauce with Fusilli, Mediterranean Vegetable & Mascarpone Sauce with Penne and Creamy Red Pepper & Mushroom Sauce with Penne.
The launch will be supported by in store campaigns and television advertising. Heinz has a 70.1% share in the pasta market which is worth £104.8 m.
Jack Wallace, Senior Brand Manager, Heinz Kids & Pasta Meals, said:
"The launch of Heinz Pasta Pouches is a category first that will redefine the way that consumers eat their pasta meals.
"Only 36% of consumers currently eat pasta meals as a solus meal which means that many consumers are accompanying them with another food component. By launching a complete pasta meal solution with both the health credentials and the quick cooking time that consumers are looking for.
"We are confident that our new range will positively influence consumers' meal time choices as well as drive incremental category sales."

The pouches use penne and fusilli pasta and provide one of therecomended five a day with no artificial colours or preservatives. With a RRP of £1.39, they are designed as a hot lunch option as an alternative to sandwiches. They come in four flavours; Cheese & Tomato Tortellini in Tomato Sauce with Penne, Spicy Tomato & Pepperoni Sauce with Fusilli, Mediterranean Vegetable & Mascarpone Sauce with Penne and Creamy Red Pepper & Mushroom Sauce with Penne.

The launch will be supported by in store campaigns and television advertising. Heinz has a 70.1% share in the pasta market which is worth £104.8 m.

Jack Wallace, Senior Brand Manager, Heinz Kids & Pasta Meals, commented:

"The launch of Heinz Pasta Pouches is a category first that will redefine the way that consumers eat their pasta meals.

"Only 36% of consumers currently eat pasta meals as a solus meal which means that many consumers are accompanying them with another food component. By launching a complete pasta meal solution with both the health credentials and the quick cooking time that consumers are looking for.

"We are confident that our new range will positively influence consumers' meal time choices as well as drive incremental category sales."

 

 

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