Heinz Classic Soups
Packaging Branded Food & DrinkCowan London 10th June 2009
EXECUTIVE SUMMARY
Situation
By 2006 Heinz recognised the need to refocus on the core Classic soup range, reasserting the brand as market leader within the soup category. The market environment had changed – tremendous growth in chilled/fridge soups, premiumisation of mainstream, strong own label ranges in ambient and chilled combined with a growth in healthy options and more unusual flavours. The iconic Heinz Classic soup range lacked the contemporary feel and relevance versus other soup brands.
Whilst retaining cues that celebrated the iconic look of the...