Heinz baby food - relaunch includes organic "homecooked" baby food - Brief Article

Eurofood, Oct 11, 2001

A 3m [pounds sterling] (4.8m [European Dollar]) relaunch by Heinz UK of its baby food range involves a leading role for organic products and an emphasis on added-value for more discriminating shoppers.

Heinz, the market leader in Britain, claims to have devised a new concept in baby food.

This is its `Simply', range -- organic "homecooked" baby food that meets the needs of those mums who are not currently buying prepared baby food.

The `Simply' label which will be used to launch eight new organic meals made from fruit or vegetables. Heinz says the range will revitalise and further drive its market leadership in a category that has been suffering from a lack of innovation.