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SqueezeMe! Heroes Unite For Business
Heinz SqueezMe!, the innovative sauce pod with the huge profit potential, is offering operators a recession-busting way to give customers more choice in their favourite brand of condiments.
Following demand, Heinz Foodservice has launched the new Heinz SqueezMe! Variety Pack, comprising a famous five of sauces from the most-loved brand(1) in the award-winning format.
The pack contains 80 pods, made up of 20 Heinz Mayonnaise, 20 Heinz Garlic Mayo, 20 Heinz Tartare, 10 HP Brown and 10 HP BBQ, for the ultimate ‘grab n go’ all rounder.
Brand manager for Heinz Foodservice Tal Drori said the five flavours were carefully chosen in direct response to fast food industry feedback. “We understand some smaller operators and outlets, mainly in the fish and chip arena, are keen to offer customers a greater choice of SqueezMe! flavours, but do not necessarily need them in the same quantity.
“For example, they might easily get through a case of Heinz Tomato Ketchup a week, but might not be able to justify buying a case of Heinz Mayonnaise or HP BBQ Sauce. The Heinz SqueezMe! Variety Pack gives operators the opportunity to offer customers more choice in their favourite condiments during a tough economic climate.”
Heinz SqueezMe! not only holds at least twice the sauce of an average sachet, with ergonomic packaging for maximum sauce control, the Heinz SqueezMe! range is a proven profit generator.
Since 2004, operators have been charging 15p and upwards per pod (26ml), which customers do not mind paying to enhance their experience(2), reassuring operators who know serving Heinz raises the perception of their outlet, but believe sauces of this type are a cost to their business.
The SqueezMe! range includes some of the most loved condiments in the UK, some of which are about to star in the biggest combined retail and foodservice campaign from Heinz in five years.
‘It Has To Be Heinz’ focuses on the deep connections the Heinz brand holds and the fact some things just ‘have to be’, with Heinz Tomato Ketchup, Heinz Mayonnaise, HP Sauce, Heinz Salad Cream and HP BBQ five of seven iconic Heinz products featuring in the campaign.
Heinz has a 30.5 percent value share of the total UK sauces category incorporating 88.4 percent value share of the portions market and 37.8 percent of the branded sachets market(3).
References
1. Heinz is voted the most-loved food brand in the UK and second best food brand in the world (FreshMinds survey 2009 and Interbrand Best Global Brands 2009).
2. IPSOS Survey
3. AC Nielsen (52wk to July 09) – Heinz value based on delivered sales to wk14 2010)
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