Brief

Heinz has launched a range of baby-feeding utensils in a bid to challenge a market dominated by Tommee Tippee, Mothercare and Boots. ‘Those three brands supply medium-quality products that are essentially differentiated only by colour and design rather than by technical innovation,’ says Andrew Eyles, managing director of Blue Marlin, which worked on the project. The Heinz Baby Basics range features utensils that have been developed by Heinz’s in-house team. Packaging is by Blue Marlin, which also supplied colour advice. The consultancy has also created a brand identity and graphics for the 12 products. The range will be rolled out nationally from this week and will be available through Tesco, Safeway and Children’s World.