Heinz Taste of Home: From zero to mum's hero

Agency: Pearlfisher
Client: Heinz
Category: Packaging, Branded - Food

Executive summary

The infant feeding savoury pots category is well established, with key players being Organix, Plum and Hipp. The category is also more premium than other segments within infant feeding, for example jars and cans.

When Heinz planned to launch its new innovative Taste of Home range into the category, its objectives were clear. The Taste of Home range needed to position its product as close to home-made as possible, communicating the steam-cooked method of cooking, which keeps the goodness in, and the everyday family favourite recipes.

The Taste of Home range also needed to establish itself as a new and innovative option within the category, creating a differentiated positioning in a well established segment of the market.