Heinz has announced that its 'Heinz Big' brand will be extending into the chilled savoury market with a new range of pastries. UK Group Peter's Food Service will extend the Heinz branded range under license.
At present, the Heinz Big portfolio includes soups and frozen ready meals.
The new 235g pies will be available in five great varieties, including Steak Potato & HP Brown Sauce, Steak & Onion, Steak & Vegetable, Chicken & Bacon and Chicken & Leek. With a recommended retail selling price of £1.65 the range offers great value for money.
The Steak Potato and HP Brown sauce and Chicken & Bacon pie will launch mid-February, with the other flavours launching in April.
In addition, a range of Heinz Big pasties (180g) will also launch in April, available in four varieties: Meat Feast, Steak Potato & HP Brown Sauce, Chicken & Bacon, and Angus Steak & Vegetable, with a recommended retail selling price of £1.50.
Heinz Big pies and pasties can be enjoyed either hot or cold, and as a snack or a meal any time of the day.
Heinz Big brand manager Chris Isaac, said: “Heinz Big was originally launched on the proposition of delivering great tasting, filling no-nonsense food. Each variety is packed full of large chunks, ideal for tackling even the biggest of hungers.
“This foundation makes for a natural extension into the chilled pastry market, so busy consumers can enjoy a new, convenient way of eating the wholesome, hearty flavours of the Big range for any meal occasion.
“Heinz Big is particularly enjoyed by males; we believe the Big pies and pasties will attract new male consumers to the category.”
This latest venture follows the successful launch of the Heinz chilled savoury pastries in 2013, also manufactured by Peter’s Food Service.
Peter’s marketing director Clare Morgan, said: “The success of the Heinz slices and rolls range exceeded our expectations and distribution continues to grow.
“The positioning of the Big brand made it the ideal next step in our Heinz licensing innovation which addresses the consumer desire for convenience and growth in food on the go.
“Big pies and pasties are a positive addition to the Peter’s licensing portfolio.”
© 2014 - European Supermarket Magazine by Enda Dowling
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