Heinz to increase focus on frozen foods

Posted by James Ferre on 13th June 2008

The H. J. Heinz Company has announced it will build a new manufacturing facility in Florence, South Carolina, to support its high-growth frozen meals business in North America.

Dave Moran, President and CEO of Heinz North America, said the new factory would enable the company to better serve the needs of customers. “Our frozen meals business is growing rapidly and the new facility is a sign of our commitment to supporting and sustaining this growth,” he said. “The new facility will allow us to increase production of our Weight Watchers, Smart Ones and Boston Market frozen entrées to meet the growing consumer demand for our high-quality frozen meals.”

The Boston Market and Smart Ones brands were attributed with providing the greatest impetus to growth for the company in the US consumer products sector for Fiscal year 2008. Consequently, it is no surprise to see the company heighten their focus on the frozen food sector of their business.

Consumers are increasingly time-poor and now they face rising fuel, food and finance costs, dictating that the frozen food aisle is becoming a viable alternative to restaurants/fresh food for some families. A report by retail consultant SRCG in April supported this view with the prediction consumers will start buying more frozen food products as hip-pocket nerve overcomes resistance to change.