Insight

More than 57 Varieties of Market Leadership

We launched†The Most Connected Brands Index†in 2018 to help businesses and brands understand how they are connecting with consumers and provide them with ways to improve. Vicki Sjardin, VP Marketing EMEA at Kraft Heinz,†helped contribute to the report:

Heinz is one of the most loved and trusted brands on supermarket shelves, a reputation that has grown through generations of enjoyment of Heinz varieties.

Celebrating its 150th birthday next year, Heinz shopping basket essentials are as relevant today as when they were first sold in London?s Fortnum & Mason and have become part of the national diet, offering mealtime favourites for everyone. Heinz has long held number one positions in key grocery categories with its iconic Heinz Beanz, Heinz Cream of Tomato Soup, Heinz Tomato Ketchup and Heinz Salad Cream.

The popularity of Heinz in the UK is illustrated by the fact that 88% of households buy at least one Heinz product every year and the average UK household purchases a Heinz product more than
13 times per year.

Driven by consumer insight and our innovative culinary skills, Heinz has also invested in bringing new recipes and pack formats to the market including microwaveable Snap Pot Heinz Beanz and Pasta, and extending the world?s best-selling Heinz Tomato Ketchup by meeting the increasing demand for great tasting, reduced sugar and salt alternatives.

This year Heinz Tomato Ketchup No Added Sugar and Salt joined Heinz Tomato Ketchup 50% Less Sugar & Salt, and also follows the launch of Heinz No Added Sugar Beanz.

In 2016, Heinz launched a new Mayonnaise range, further embedding the nation?s love of the Heinz brand. Heinz [Seriously] Good, made with free range eggs, enables consumers to upgrade their mayonnaise and has contributed 89.6% of recent category growth to boost overall category value by 7.6% in the last 12 weeks. Heinz [Seriously] Good Mayonnaise has also reached more than two million households with a share which is now at 18.4% in the latest 4 weeks and 17.3% in the latest 12 weeks.

Vicki Sjardin, VP Marketing EMEA, Kraft Heinz