Heinz launches instant puree soup in UK

  • July 12, 2011

HJ Heinz has entered the instant soup category in the UK with Heinz Squeeze & Stir, a concentrated purée soup.

The soup is made from a concentrated purée available in lightweight, squeezable sachets, with a RRP of GBP0.59 (US$0.94). Consumers have to squeeze the soup into a cup, add boiling water and stir.

The Heinz Squeeze & Stir range comprises Cream of Tomato; Mediterranean Vegetable; and Cream of Tomato with Basil and Minestrone lines. It will go on sale this month.

Matthew Cullum, marketing controller for the company’s Heinz soups in the UK, said: “The new range includes our most popular varieties and provides one of your five a day in each recipe, so we hope Heinz Squeeze & Stir will drive incremental sales for the category as a whole.”

The launch of Heinz Squeeze & Stir is being supported by an integrated communications campaign worth more than GBP2m and it will include in-store activities as well as TV advertising.

According to Nielsen data for the 52 weeks to 14 May, Heinz accounted for 40.3% share of the total UK soup market which is worth GBP588m. The company’s year-on-year growth stood at 5.1%, which means it was growing ahead of the market. UK soup sales had risen 3.5% over that period.

The dry/instant soup sector is worth GBP86m a year but, in the year to 14 May, sales were down 1.1%.

just-food is the world’s leading portal for the global pre-packaged food and retail industries. Its daily mix of breaking news, views, analysis and research serves over 100,000 food executives each month. http://www.just-food.com/


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One Response to “Heinz launches instant puree soup in UK”

  1. Grant on July 12th, 2011 8:38 pm

    Yummy!
    I wonder how they get a smoked bacon bone into a little squeezy sachet though?
    Amazing technology but……………what else is lurking in there?