Heinz introduces concentrated instant soup to Australian market

Posted by AFN Staff Writers on 9th May 2012

Heinz has today launched a concentrated soup formula, Heinz Squeeze & Stir, which allows consumers to create soup from a concentrated paste by adding boiling water and stirring.

Heinz says the product is the first of its kind to be produced in the dry soup category.

Unlike powdered cup soups, Heinz Squeeze & Stir is a rich soup concentrate paste made from tomatoes.

Heinz senior brand manager, Sophie Webber said, “Because Squeeze & Stir is a concentrated paste, not a powder, it will change the way Australian’s consume instant soup. We hope Heinz Squeeze & Stir will drive incremental sales for the category as a whole.

Heinz Squeeze & Stir comes in several different flavours: Big Red Tomato, Mediterranean Vegetable, Ripe Tomato & Vegetable and Rich Tomato with Basil.

Individual Heinz Squeeze & Stir 70g sachets are now available for AU$1.25 from major supermarkets and independent retailers in Australia.

The launch of Heinz Squeeze & Stir is being supported by an integrated communications campaign that includes out of home, PR, social media as well as experiential sampling activities.