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

Heinz Taste of Home is a line of potted ready meals for babies: plastic pots with re-sealable lids. The brand was explicitly positioned as being as close to home-made as possible, but also as appealing to everyday mothers who might otherwise not purchase a premium product from this category.

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

Agency: PearlfisherClient: HeinzCategory: 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...

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