Kraft Heinz is launching a range of Heinz ready-to-use tomato-based pasta sauces, the first to be launched in the UK under the Heinz brand.

The seven-strong range will be available to wholesale and convenience in February. It includes the following varieties: Tomatoes & Lentil Ragu, Chunky Tomato & Mediterranean Veggies, Tomato, Mushroom & Pepper, Tomato Sauce for Bolognese, Sundried Cherry Tomato & Basil, Tomato & Chilli, and Tomato, Mascarpone & Grana Padano Cheese.

The products are made in Italy with natural ingredients and no added sugar. Each product has its ingredients printed on the front of the jar, and its own coloured lid to help stand out on shelf and highlight the differences in flavour in the range.

Heinz launches Made for Veggiez sauces for plant-based eaters

Kraft Heinz says the range is ideal for vegetarian and flexitarian diets, with sauces a good way of adding flavour to meat alternative dishes.

Jojo de Noronha, president for northern Europe at Kraft Heinz, said: “Heinz is a key player in the global tomato market, producing more than 5 billion naturally bred seeds per year via a network of 1,000 growers. Despite this extensive agriculture heritage and tomato expertise, this is the first pasta sauce to be launched in the UK under the Heinz brand—a market where Heinz is annually ranked amongst the most loved food brands.

“We thought it was the right time to launch Heinz Pasta Sauces, with cooking and pasta sauces receiving a boost in sales in 2020 thanks to consumers experimenting more with meals at home. The category is estimated to see 19.2% rise in value sales growing to £962 million.”

Kraft Heinz is supporting the launch of the range with a campaign entitled “Ridiculously late, ridiculously good” across TV, digital and out-of-home, as well as in-store PoS.

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