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Heinz

Heinz reinvents Spaghetti Hoops packaging with JKR

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By Ishbel Macleod, PR and social media consultant

January 27, 2014 | 2 min read

Heinz has unveiled a new pack design across its entire pasta portfolio, with the aim to promote the inherent benefits of Heinz Spaghetti and Heinz Spaghetti Hoops.

Created by JKR, Heinz’s design agency, the packaging looks to promote that a ‘whole tomato’ is used to make each portion, and additional illustrations outline how each can contains absolutely no preservatives, is low in sugar and naturally low in fat.

The label refresh, which launches from 31 January, promotes Heinz Pasta, and in particular its iconic Spaghetti Hoops variety, as the preferred option for busy mums.

Katie Bleach, marketing controller, said: “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.

“It is essential we use the packaging to bring to life how much goodness is squeezed into every serving, especially when a crucial segment of our target market is busy mums whose children are graduating from the infant feeding category into more grown up foods.

“We want to remind all consumers that not only is there no substitute for that classic Heinz tomato taste, but that each spoonful is as nutritious as it is delicious.”

The Heinz keystone has also been reinvented in white.

Heinz

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