Posted onJune 14, 2016
Heinz is launching a new gluten-free range of pastas and sauces aimed at Coeliacs and gluten-intolerant consumers.
Available from mid-March, the ‘Deliciously Gluten Free’ range responds to the increasing demand for quality gluten-free products.
In the last year, the category grew by 23% – significantly higher than the grocery average.
Suitable for people with Coeliac disease and those following a gluten-free diet, the range features three pasta varieties – Penne, Macaroni and Spaghetti, and three smooth pasta sauces – Tomato Frito, Tomato & Basil and Tomato & Oregano.
The Italian pastas are available in 500g bags at a RRP of £1.80 each.
Heinz has blended corn, potato and lupin flour to make the products.
The pasta sauces are available in a 210g tetra pack and have an RRP of £0.89. The small individual portion size is designed for added convenience and to reduce waste.
The smooth pasta sauces follow a Spanish recipe; fresh onion and garlic are cooked in oil then some of this infused oil is blended with tomatoes as they cook, producing the flavour and aroma.
They can be heated and stirred into pasta, or as a tomato base for other dishes.
Ali Wilkes, Marketing Lead at Explore at Heinz, said:
“Coeliacs often feel they have to compromise on taste due to their dietary requirements, so Heinz wanted to create a range which allowed them to enjoy delicious versions of their favourite dishes gluten-free.
“All six products feature the crossed grain symbol – certifying them gluten free – and with no artificial colours, no artificial flavours and no artificial preservatives, we are proud that these are products our consumers can really trust.”
The launch of the new Heinz ‘Deliciously Gluten Free’ range will be supported by marketing and promotional activity with Coeliac UK, in-store marketing, digital activation and presence at shows such as Vitality and The Allergy Show.
The gluten-free category is currently worth £140m in grocery alone.
Heinz is planning to launch further new products to the range in the future.