Heinz updates new infant feeding range

Heinz is reinvigorating its savoury cereal dinners range with three new flavours and a packaging ref…

Heinz is reinvigorating its savoury cereal dinners range with three new flavours and a packaging refresh, to reflect consumer demand and to recruit new mums into the market.

The new range includes three new wholesome vegetable and grain based varieties: Baby Rice with Garden Veg, Multigrain with Mediterranean Vegetables, and Multigrain with Carrot, Sweetcorn & Cheese.

The launch of these three new vegetarian recipes comes in direct response to a change in food preparation trends amongst mums.

Consumer insight shows mums prefer to use the savoury cereals as a base rather than an entire meal, enabling them to add a meat or an accompaniment of their choice.

Expanding the accessibility of the savoury cereals is also expected to bring more mums into the market, in turn driving overall category growth.

Made with the finest baby grade ingredients, and upholding Heinz’s ‘Grow Happy’ promise, the savoury cereals are packed full of vitamins and minerals, including Calcium and Iron to support normal bone and cognitive development.

Each meal is suitable for vegetarians and is free from artificial colours, flavours and preservatives.

Two pre-existing varieties – Cauliflower, Broccoli & Cheese, and Cheesy Veg & Pasta – have also undergone a packaging refresh and a name change.

Bringing the design up to date and in line with Heinz’s wider Infant Feeding range, the new labels will dial up the goodness credentials of each offering.

Mark Blay, Heinz Infant Feeding Brand Manager said:

“Our range of recipes provides little one with lots of different vegetables and the goodness of rice, pasta and mixed grains.

“Revising our savoury cereals so that they are suitable for vegetarians will open up the range to a wider demographic, particularly in a marketplace where different families have different preferences when it comes to meat.

“Furthermore, our savoury cereals provide all of the nutritional value and goodness for children to grow happy.

“Developing toddlers’ taste buds, the savoury cereals provide great flavours and just the right amount of texture and nutrition for each step of their development.”

Available from mid-May 2014, the refreshed range of savoury cereals from Heinz have an RRP of £2.15.