The revamp hopes to attract consumers such as ‘busy mums’ who want quick meals.
The can uses a tomato image with the words: ‘a whole tomato [is] squeezed into every portion’ to give ‘one of your five a day’. The labelling claims its products have no preservatives and are low in fat.
Matt Mill, marketing executive, Heinz, told FoodProductionDaily.com the bright packaging is being used on all Heinz pasta packaging, except fridge packs. Its keystone logo is in white to look modern and make it stand out in stores.
“We wanted to drive visibility on the shelf for Heinz Spaghetti Hoops and Heinz pasta, which are naturally low in salt and sugar,” he said.
Shelf ready packaging, such as trays to display products in shops, have been redesigned to draw attention to the tomato image and the product name for easy identification.
Katie Bleach, marketing controller, Heinz, said the company wanted to revitalise the pasta portfolio and it is targeting parents whose children are moving on from infant foods.