Heinz is expanding out of the tinned foods business and is looking to launch a new range of pastry products following the sealing of a new agreement.
The company has reached a licensing deal with Welsh chilled food manufacturer Peter's Food Services to introduce a number of new products based on the flavours of Heinz Beans, Heinz Tomato Soup and HP Sauce. The move is set to see investment of over £250,000 while expanding operations at the company's facility in Wales and also create 20 new jobs providing a significant boost for the region.
Heinz has previously branched out beyond the confines of the tinned food and sauce market. In 2001, the company entered into an agreement with Walkers to launch a range of Heinz Tomato Ketchup crisps. The line of snacks was withdrawn after a long run but Golden Wonder still produce a special edition of the flavour which can still be purchased from a selected number of supermarkets including Sainsbury's and Asda.
Among the products that are due to be produced by Heinz and Peter's Food Services will be a new range of 160g Heinz Beans slices in four different flavours. The companies will also be introducing a range of sauce-topped sausage rolls for sale in convenience markets which will contain Heinz Tomato Ketchup, HP Brown Sauce and Heinz Ploughman's Pickle.
Officials have explained that the move to broaden its horizons has been to cash in on consumers that want to eat food "on the go".
John Alderman, Heinz commercial licensing manager, explained the new agreement and said: "The new range of slices is a convenient way of doing this and gives consumers the opportunity to enjoy their favourite Heinz Beanz out of home.
"We believe the introduction of these products, along with the vast consumer equity of the Heinz brand, will help stimulate category growth by bringing in new consumers to the category. We are confident that these convenient products will have wide market appeal."