Agency: Doyle Dane & Bernbach | Author: 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...