The packaging, which will be available from the beginning of October, will also rollout across the Fruity, BBQ and Hot Sauces ranges. It is the first time in nine years that HP Sauce has changed its packaging across the entire range.
The packaging has been designed to coincide with the growing numbers of health-conscious consumers and features recipe and serving suggestions to demonstrate the sauces’ versatility, says Heinz senior brand manager Jeanette Moore.
She adds, ‘The new packaging still retains all the previous shopper cues and the association with the Houses of Parliament, but the images are bolder and sharper, creating a more impactful and modern pack which resonates with younger consumers.’
The new packaging includes a recyclable PET bottle and new lift and peel seals. HP Reduced Salt and Sugar will have a new green label to differentiate it from the Original HP Sauce.
HP Steak Sauce has been renamed HP Pepper Sauce. The new packaging for the HP Hot Sauces features ‘heatometers’, which demonstrate the different heat varieties in the range.