Heinz Coleslaw

1979 market test of a new Heinz salad brand, Canned Coleslaw. Aim to achieve 10% of coleslaw market in Anglia, Midlands, Southern, London and Wales & West TV areas, with minimal cannibalisation.
Agency: Doyle Dane & BernbachAuthor: Robin Donin

Heinz Canned Coleslaw

BUSINESS BACKGROUND

In the year to April 1979, the prepared salads market was worth 16 million and represented a volume of 6.l million dozen packs. The overall market was split between the chilled salads sector with 71% of volume and the canned salads sector with 29% of volume.

H J Heinz had approximately 98% of the canned sector with four varieties. The company was interested in building its business through extending its range. Research revealed that, in functional terms, prepared salads polarised into substantial staple...

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