Packaging’s contribution to
our sales growth
Richard Heath
Process & Packaging Development Manager
Food and Drink Innovation Network seminar
16th June 2011
Heinz, since 1869….
• 1869 in Pittsburgh founded by Henry J. Heinz

Packaging was key at the beginning – Horseradish in clear glass
jars to show that the product was pure
• Today:
 $10.5B Sales and top 10 global player in Food
 33,000 employees worldwide
 76 production sites globally
 Three value added Categories:
Ketchup & Sauces / Convenience Meals / Infant Nutrition
 650 million bottles of the iconic Ketchup sold every year
 Market leader with brands in more than 50 global markets
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Top 15 Brands
Approximately 70% of Sales
2
Page 2
Our Mission
As the trusted leader in nutrition and wellness,
Heinz – the original Pure Food Company – is
dedicated to the sustainable health of people, the
planet and our Company.
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Innovation and Growth – a new vision for Innovation
within Heinz Europe
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‘Must Win’ Encounters
• Mastering the 4 ‘Must Win’ encounters is key to successful New
Product Development:
1. At the Buyers Desk
2. On the shelf
3. The package journey: Shelf  End of life
4. The taste experience
• Packaging plays a crucial role in the first three encounters and has
been a major contributor to increasing our sales from NPD
• The taste experience is the key to repeat sales
Page 5
Recent successes….
Snap Pots
• Convenient microwaveable plastic pots
– 4 x 200g
• Portion control helps reduce food
waste
• 35% to 55% lighter than cans
• Reduced Salt & Sugar Beanz added to
original Beanz and Hoops packs
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Recent successes….
Farmers’ Market Soups
• New range to meet Goodness / Healthy trend
• Used cans in line with core Soups ranges but modified to ensure
shelf stand out
– 515g
– Taller can
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Recent successes….
Taste Of Home Soups
• New range of ‘meal’ soups
• Heat and eat packaging
– Microwaveable plastic pot
– Heat resistant label
• Recently rebranded as part of the
Big Soups range
plus SRP redesign to improve shelf
stand out
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Recent successes….
Amoy Stir Fry Sauces
•
Packaging lightweighting – cartonboard sleeve removed
•
Contemporary design to enhance premium positioning
•
Logistics benefits
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Recent successes….
PET Sauces Bottles
• Clear glossy material to
reinforce premium positioning
• Bottle weights reduced by up
to 16%
• Recyclable with PET drinks
bottles
Plus more Top
Down Sauce Bottles
• HP BBQ Sauces
Page 10
Recent successes….
Fridge Pack Beanz
• Convenient 1kg resealable plastic
bottle
• Can be stored in the fridge for 5 days
after opening
• Portion control, with level markings,
to help reduce food waste
• 48% lighter than cans
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Which trends are these innovations addressing?
Product Trends
• Packaging format used to highlight new products and ensure
stand out on shelf
Packaging
• Convenience
• Microwaveability
• Portion control / Waste reduction
• Sustainability – becoming expected
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Trends
New
Product
Snap Pots
Farmers’
Market Soups
√
Taste Of
Home Soups
√
Convenience
Microwaveable
Portion
Control
Sustainability
√
√
√
√
√
√
Amoy Stir Fry
Sauces
√
PET Sauces
Bottles
√
Fridge Pack
√
√
Page 13
√
The Value Equation
V
=
Σb1…....bn
P
V = Value
b = Benefit
P = Price
Page 14
What’s Next ?
• Range extensions in new formats?
• New sizes for portion control?
• New formats?
Our next round of innovations will be in a
store near you this summer
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Thank You For Listening
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