Heinz is entering the ready meals market in the UK with the launch of Heinz Big Ready Meals. The range will be in-store from mid-September, targeting 25 - 44 year old males, with the tag-line, ‘Big on flavour'.
The new range will be available in four varieties: pasta bolognese, chilli con carne, chicken curry and beef hot pot, all with a RRP of £2.00.
Sally Marshall, marketing manager said, "We launched the Heinz Big Ready Meals range because consumer research has shown that there is a need on the market for male oriented products, which deliver on the proposition of no-nonsense satisfying meals... We know men in particular love our Heinz Big soups, which follow this winning ethos, and we are confident that they will be equally enthusiastic about this new range."
Heinz is taking a bite of the lucrative frozen ready meal category which it says is worth £447.1 million in the UK. (11 Sept)
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