PURE FOODS SINCE 1869 - Heinz

Mariusz Wojcicki, Marketing Director for the
Pudliszki brand, and his team have energized
the brand by focusing intensely on the needs of
the Polish consumer.
Consumers Inspire New Pudliszki ® Recipes
The Pudliszki brand team in Poland re-staged its authentic, home-style
meals line in Fiscal 2007. As Heinz has done in other markets, the team
appealed directly to consumers for recipe inspirations. Through a
national public relations drive, they gathered more than 1,000 recipes
from Polish consumers. Supported by a TV campaign employing the
consumers whose recipes were chosen for inclusion in the line, the
re-stage has been a smashing success. The Pudliszki brand overall
grew by 32% in Fiscal 2007, driven by the meals re-stage and the
introduction of a new line of home-style cooking sauces.
Expanding Weight Watchers ® from Heinz ® Meals in Europe
One of the exciting growth opportunities for Weight Watchers from Heinz
branded products is in the frozen meals category in which Heinz has
nearly doubled its market share over the past two years behind new varieties
and enhanced marketing support. Fiscal 2008 plans include launching
a premium meals range with a larger pack size to increase dieting
satisfaction, as well as a hearty Weight Watchers from Heinz frozen soup.
The New German “Souper Star”
Recognizing that the German soups
category had not seen significant
innovation for several years, Heinz in
Fiscal 2007 introduced a new health and
wellness proposition through the Weight
Watchers brand. The marketing team worked closely with the Weight Watchers ®
classroom business to leverage shared contacts with target consumers and align
advertising messages. Research and development focused on delivering superior
taste in key flavor segments. With sharp execution,
several of the varieties became top-selling
items within weeks of launch, and importantly,
the results were fully incremental to Heinz’s
existing soup business in Germany, Austria,
and Switzerland. As a result, Heinz has achieved
record market shares while drawing new
consumers into the category.
(From left) Country Director Jens Plachetka, Marketing Director
Alex von den Steinen, Senior Brand Manager Dorothea Varlam
and Sales Director Thomas Mempel review results for the
recently launched Weight Watchers soups in Germany.
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