he launch of its premium core soup range last year, Heinz, is expanding its Black Label range to include four new varieties in time for the fast approaching cold months.The speciality soup range was introduced in August 2013 in response to consumer demand for premium flavours.
The initial range included the innovative recipes of Heinz Cream of Tomato with Fiery Mexican Spices, Heinz Cream of Tomato with a Kick of Chilli, Heinz Cream of Chicken with Aromatic Thai Spices and Heinz Cream of Mushroom with Wild Porcini Mushrooms.
Adventurous soup lovers will now be able to enjoy Lentil soup with Fragrant Indian Spices and Rich Beef Broth with Smokey Paprika, both available on shelf from 11 August.
In addition Cream of Tomato soup with Spanish Chorizo and Carrot & Coriander soup with Warming Moroccan Spices will be available from 25 August.
Targeting the next generation of shoppers with modern and appetising flavours, the launch is expected to grow value share in the category as consumers trade up to speciality soup.
Heinz is investing £4.4m media spend (+40% YoY), supporting the core Classics range as well as core innovation.
This includes continued investment for the Black Label range, with over £2m media spend for a bespoke TV campaign to drive awareness and create excitement, whilst reminding them that when it comes to soup this winter, “IT HAS TO BE HEINZ”.
The advertising campaign, which airs in September, will be supported by in-store activation, which includes sampling to drive trial.
Catherine Allen, Brand Manager, said:
“Our Black Label range has been a hit with consumers looking for a flavoursome twist on traditional soup.
“The launch of these exciting new flavours represents our ongoing commitment to growing the soup category through innovation and a significant investment from Heinz.”
Heinz’s Black Label range has driven over 40 per cent incremental volume to the category and £3m in sales value from August 2013.
Heinz currently has a 67 per cent value share of the UK wet ambient soup market which is worth £324m.
