市场领先者亨氏集团正推出它的淡盐型经典汤品系列。这是亨氏欲提升自己在健康食品市场份额的又一举措，同时也是为了响应消费者减少盐含量的需求。产品将保留亨氏经典汤品的风味，但是比标准配方减少了25%的盐含量。
这一新配方将从7月12日开始添加在400克罐装的四类亨氏经典产品中，推荐零售价是0.79英镑：
- 淡盐型亨氏奶酪番茄汤
- 淡盐型亨氏奶酪鸡汤
- 淡盐型亨氏蔬菜汤
- 淡盐型亨氏奶酪蘑菇汤
詹尼-丘伯是亨氏集团的品牌经理，他说，“亨氏经典汤品系列是亨氏的标志产品，数代消费者都曾享用过这个可口的即食产品。整个亨氏汤品系列已完全符合食品标准局规定的2010年含盐标准，而我们知道消费者越来越关注食品中的含盐量。
“我们的研究表明，若市场上销售淡盐型产品，有42%的消费者会购买。而结合健康、方便和美味为一体的亨氏淡盐型汤品系列适时地满足了这一需求。新产品系列使用传统的亨氏经典汤品配方，向消费者提供盐含量减少25%的汤品，风味也没有丝毫减少。”
亨氏经典淡盐型汤品系列的包装在商场货架上引人注目，包装正面强调配方中的盐含量减少了。包装保留了亨氏经典汤品的颜色和样式，以突显出品牌和设计的传承性。
詹尼-丘伯下结论说，“我们相信亨氏淡盐型经典汤品将让关注健康的新消费群体转向购买汤品系列，包括那些当前不十分青睐汤品的消费者，从而大大提高零售商的销售量。”
汤品市场有3.35亿英镑的份额，价值有3.6%的提升，而产量则有-0.4%的下降。亨氏以10.2%的价值增长领先市场，占据了67.1%的市场价值份额。亨氏的产量增长是8.8%，占据了64.8%的市场产量份额。
Heinz launches reduced salt Classics Soup range
Talking Retail
Wednesday, 21 July 2010
Market leader Heinz is introducing a reduced salt alternative to its iconic Classic Soup range. The move is part of Heinz's on-going commitment to drive value in the healthy eating category, while responding to consumer demand for lower salt choices. The products will contain the same great taste of Heinz Classic Soup, but with 25 per cent less salt than the standard recipe.
The new range will be available in four Heinz Classic favourite varieties from 12th July, in a 400g can with a recommended retail price of £0.79:
- Heinz Cream of Tomato Soup Reduced Salt
- Heinz Cream of Chicken Soup Reduced Salt
- Heinz Vegetable Soup Reduced Salt
- Heinz Cream of Mushroom Soup Reduced Salt
"Heinz Classic Soup is an iconic product that generations of consumers have enjoyed when they are looking for a quick, tasty meal," said Jennie Chubb, Heinz Soup Brand Manager. "The entire Heinz Soup range is already within the Food Standard Agency's salt target for 2010 but we know that consumers are growing increasingly aware of the level of salt in their food.
"Our research identified that 42 per cent would prefer to buy a reduced salt product if it was available and Heinz Classic Reduced Salt Soup has put a tick in all the right boxes by combining health, convenience and taste. The new range uses the traditional Heinz Classic Soup recipes, providing all the taste consumers have come to expect but with 25 per cent less salt."
The Heinz Classic Reduced Salt Soup packaging has been designed to ensure great stand out on shelf, with front of pack flashes highlighting the fact the recipe contains a reduced amount of salt. The pack retains the traditional Heinz Classic Soup colours and styles, to highlight the heritage of the brand and the design.
"We are confident that the Heinz Classic Reduced Salt range will bring new, health conscious consumers to the soups category, including those who are not currently frequent soup consumers, boosting incremental sales for retailers" concludes Jennie Chubb.
The wet ambient soup market is worth £335 million and is growing +3.6 per cent in value, declining in volume at -0.4%. Heinz is growing ahead of the market in value +10.2 per cent with a value share of 67.1 per cent. Heinz's volume is growing +8.8 per cent with a volume share of 64.8 per cent.