Heinz revamps desserts range

Heinz is hoping to bolster its presence in the £380m ambient dessert category with the relaunch of its products under a new brand, Taste of Home, created by Cowan Design.

The revamped range, based on the concept of ‘Great British classics’, will include Heinz’s existing sponge puddings, as well as new custard and rice pudding variants. It will launch next Monday.

Australian consultancy Cowan Design, which set up a London office in March 2006, won the business on the strength of an existing relationship with Heinz.

‘Having worked for Heinz in Australia on packaging and branding, we were able to leverage our contacts here,’ says Cowan Design creative director David Pearman.

‘Desserts is an area where Heinz already had their toes in the water but needed to extend its presence,’ he adds.

Cowan Design has been working with Heinz UK on branding for its soup and sauce ranges for over a year.

Pearman explains that the new brief was to create a sense of indulgence around the range, while capturing the essence of home cooking.

‘The strapline – “a taste of home” – initially came from an advertisement for soups. The range is intended to conjure up happy memories of favourite food – the way mum used to make it – which is what we’ve tried to convey in the design,’ says Pearman.

The visual style uses a rich, dark purple colour to indicate a sense of indulgence and ‘mouthwatering appeal’, while the typography is intended to ‘drip off the label’.