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Heinz eyes convenience market with pastry launch

March 29th, 2013

heinzHeinz is looking to capitalise on the growing market for convenience and on-the-go food in the UK with the launch of a chilled savoury pastry line.

Based on the flavours of Heinz Beanz, Tomato Ketchup and HP Brown Sauce, the first line comprises pastry slices in four variants: Classic Heinz Beanz, Heinz Beanz with Cheddar Cheese, Heinz Beanz with Spicy Meatballs and Heinz Beanz with Smoky Sausage. All have an RRP of GBP1.50 (US$2.27).

In addition, the food giant has launched a line of sauce-topped pork sausage rolls with a choice of Heinz Tomato Ketchup, HP Brown Sauce, and Heinz Ploughman’s Pickle. These are available in four-packs and have an RRP of GBP1.00 and GBP1.50 for four-pack.

Heinz teamed up with Peter’s Foodservice to manufacture, market, and sell the products under license. The April launch will be supported by an integrated PR and marketing campaign.

Source: Just Food

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