Products including Heinz Spaghetti and Spaghetti Hoops feature new labels which carry a tomato illustration to inform shoppers ‘a whole tomato is squeezed into every portion,’ while further messaging states that the product is ‘one of your five-a-day’.
The Heinz keystone is now set in white to denote ‘freshness and modernity’ and improve visibility.
Additional illustrations point out that there are no preservatives and show the low sugar and fat contents of the products.
New copywriting in the centre of the label states, ‘Yummy pasta with a juicy tomato sauce’.
The designs target ‘busy mums looking to create smiles at meal times’ according to Heinz and will roll out across other products, including Pasta Meals.
Katie Bleach, Heinz marketing controller says, ‘In revitalising the Heinz pasta portfolio, we are drawing on the brand’s history of playfulness, as well as building on how we communicate our key credentials more clearly to consumers.’