Staying ahead by meeting changing consumer needs A Heinz case study
Page 4: Organic products
Heinz recently changed the dynamics of the market for organic foods. When it launched its first organic range of baby food, Heinz addressed the concerns of many parents. The initial range of 12 products heralded the first arrival of a major brand into the organic sector, providing a wider choice of baby food. Heinz has also launched organic versions of some of its icon brands, including Tomato Ketchup, Baked Beans, Spaghetti and Soup.
Heinz soups are available in an organic option in response to rising consumer demand; sales of organic soup grew fourfold in twelve months during 2000 and 2001. Two recipes on offer are Heinz Organic Cream of Tomato and Heinz Organic Garden Vegetable.
The company is also introducing organic babyfoods under a new concept: Simply. Heinz Simply Fruit and Vegetable products offer simple blends of organic fruit and organic vegetable purées in transparent plastic pots. They are aimed principally at mothers who, until now, have been reluctant to buy prepared baby food, preferring to make their own.
New flavours and ranges
Heinz is constantly developing new product ranges, extensions, flavours and varieties to meet changing consumer needs. Heinz has a new range of canned tomato products and has also launched a new condiment sauce collection. These look to expand the existing markets and provide consumers with a familiar brand noted for value and quality.
Heinz | Staying ahead by meeting changing consumer needs