Username
Password
  RegisterForgot your password?
  •  
  • Lightbox
 
 
Press Releases

SOUPING UP WINTER

Heinz Australia and Heinz Wattie's in New Zealand are revitalising the canned soup market in the lead-up to winter with ranges of soups they say combine nutrition, taste and convenience.

The Australian company will launch a number of new flavours across its soup range for winter 2009, including a Curried Vegetable flavour in Heinz's Very Vegetable range.

Heinz Australia soup marketing manager Sarah Brady said a large proportion of consumers are seeking soups which are meat-free.

In New Zealand Heinz Wattie's is launching its Very Vegetable sub-segment with two flavours - Curried Vegetable and Vegetable & Barley.

Heinz Australia has also rolled out a new nutrition logo this year on all new soup products to inform consumers how many serves of vegies are in each can of soup, giving shoppers clear nutritional information at a glance.

The logo will eventually appear on the complete range of Heinz soups.

Heinz is particularly focusing on sodium reduction this year. It has formulated all new products to have less than 300mg per 100g.

Heinz Wattie's marketing manager for soup Anna Romano said the company's strategy of refreshing its soup range continued to drive sales for Wattie's in New Zealand.

"The new flavours for this season leverage on many consumer trends, including benefiting from the 'naturalness' trend, as they're perceived to be fresher, less processed and better-for-you than dry offerings," she said.

Heinz Wattie's will also relaunch its Condensed soup label this season, highlighting its dual use as a cooking ingredient.

Ms Romano said consumers were looking for more economical and healthy ways to prepare food at home during the recession.

"Canned packaging allows food to be naturally preserved, to lock-in goodness, without needing added preservatives," she said.

In Australia the Heinz soup market is now worth $203 million and is growing at 7.8 per cent year on year

Heinz commands a 43.8 per cent value share of the Wet Soup market. In New Zealand Wattie's has a 72 per cent value share of the wet soup market.

Heinz Australia's Sarah Brady said canned soup sales continued to grow strongly year on year.

"With Australia now in recession we are expecting high sales growth in canned soup because it offers nutrition and value-for-money," she said.

Canmaker Impress Group has a long-standing global relationship with Heinz, working together on can innovations such as ring-pull ends, down gauging and stackable cans.

"Steel packaging maintains the quality of our soups and is easy to store, as well as offering the consumer a long shelf life," said Heinz Australia's Sarah Brady.

"It also provides the consumer with a quick meal solution that does not sacrifice taste or nutrition."

57076-1...ends



 
IMAGES
Heinz Australia and Heinz Wattie's in New Zealand are revitalising the canned soup market in the lead-up to winter with ranges of soups they say combine nutrition, taste and convenience.