alised its Mum’s Own jars portfolio to include eight new recipes and a new-look label.Available from mid-June, the new varieties have been inspired by mums’ recipes up and down the country as part of the Heinz Mum’s Own competition, which invited them to submit their home-cooked hits.
The winning recipes are more diverse, with an increased number of vegetarian and fish varieties to meet consumer demand: Carrot & Sweet Potato Mash, and Vegetable & Chicken Curry designed for weaning; and Cheesy Fish Pie, Cheesy Veg Bake, Hearty Beef Casserole, and Creamy Vegetable Medley for 7+ month olds.
In addition to the new flavours, Heinz has made improvements to the whole range by making them closer to homemade.
Each recipe has a shorter list of ingredients, whilst including more vegetables to help deliver at least 1 of a baby’s 5 a day.
With the right texture for each age stage and packed full of goodness to help little ones to grow, the savoury recipes include iron to support healthy cognitive development, while the sweet recipes have calcium to support healthy bone development.
Additionally, all recipes use baby grade ingredients; no artificial colours, flavours or preservatives; and are low in salt.
In conjunction with the recipe refresh, the packaging has also been redesigned to help drive stand out on shelf, as well as to stimulate stronger consumer engagement.
The new designs continue the ‘Grow Happy’ look and feel of the rest of the wider infant range, but have a Mum’s Own twist to evoke the homemade qualities.
The revamped Mum’s Own range will be supported by a multi-channel communications campaign, the first in over five years.
The campaign will be brought to life through digital advertising, couponing online and in store to drive trial and awareness and the new recipe cards will be available to download from the Heinz Baby website.
Additionally, Heinz Baby is a major sponsor of this year’s BritMums Live event.
Designed to drum up PR excitement around the range and recruit brand ambassadors to drive word of mouth, Heinz Baby will be asking for recipes from mums at the event, which could become NPD for 2015.
Joel Hughes, assistant brand manager of Heinz Infant Feeding: Mum’s Own Jars, said:
“We know that mums don’t always have time for scratch cooking, which is why we are so focussed on creating our Mum’s Own jars.
“Each recipe is inspired by a mum, and we’re confident other little ones will be enjoying the new flavours soon.”
