Heinz is one of UK consumers’ favorite brands and a market leader in categories such as ketchup, mayonnaise, salad cream, and baked beans. Surprisingly, one pantry staple has been long absent from the firm’s UK product lineup—pasta sauce.
The lineup includes Mediterranean Veggies & Chunky Tomatoes, Sundried Cherry Tomato & Basil, Tomato & Chilli, Tomato, Grana Padano & Mascarpone, Tomato & Lentil Ragu, Tomato, Mushroom & Bell Pepper, and Tomato Sauce for Bolognese. All sauces, save for Tomato, Grana Padano & Mascarpone, are vegan and come packaged in 350g glass jars.
Labels for the new pasta line are shaped like Heinz’s signature keystone, featuring a list of ingredients and simple illustrations of produce, both of which call attention to the use of natural ingredients, as does the “No Sugar Added” copy along the bottom of the label. Finally, different flavors get distinguished with a unique color used on the lid and label.
To launch the new line of pasta sauces, a full-page ad was placed in The Guardian, apologizing for not having released a pasta sauce in the UK market for 150 years, despite being tomato experts. The advertising and packaging were realized with help from the creative agency Wunderman Thompson, and the copy plays with the “Seriously Good” tagline, changing it to “Ridiculously Good.”
Heinz pasta sauces are available now in Ocado and ASDA stores.
