Kraft Heinz is bringing two of what it describes as “power brands” to the quick hot meals category (QHM) – a move driven by increasing consumer demand for quality meals that offer reduced preparation time.
Following extensive consumer research, Kraft Heinz brings a new range of Heinz Full of Flavour quick hot meals to the category, while Kraft Macaroni & Cheese also extends its offer. Currently worth £269m, the QHM category is in +1.2% growth.
Heinz Full of Flavour will be launched in wet pots, instant pots and instant sachets. Heinz Pasta microwaveable wet pots (330g) will roll out in Spanish Chorizo and Italian Pasta flavours. Also hitting shelves this month are Heinz Cous Cous instant dry pots (72g) in Mediterranean Vegetable flavour, Heinz Noodles instant dry sachets (44g) in Aromatic Thai flavour and Heinz Pasta instant dry sachets (58g) in Tomato and Mascarpone flavour.
Following the introduction of the Kraft Macaroni & Cheese frozen ready meal to the UK in April, Kraft Heinz is introducing the Kraft Macaroni & Cheese microwavable wet pot (330g). It is available in Classic, Chipotle, Bacon and Chorizo variants.
Both the launch of Heinz Full on Flavour QHM and Kraft Macaroni & Cheese dry sachet will be supported in store with a range of POS material, including front of store displays, gondola ends, sampling events shippers and check out and impulse units.
Matt Mill, Senior Brand Manager at Kraft Heinz, said: “The launch of both dry and wet quick hot meals across our trusted Heinz portfolio and exciting Kraft brand provides retailers with a range of on-trend meal solutions that consumers can enjoy across different day parts – whether it’s a convenient lunchtime snack or quick to prepare evening meal solution.”
