Heinz Enters The Pasta Sauce Market With Seven New Varieties

Heinz has launched a new range of seven tomato-based ready-to-use pasta sauces, it's first pasta sauce range ever. The new range includes the flavours Tomato Sauce for Bolognese; Sundried Cherry Tomato & Basil; Tomato & Chilli; and Tomato, Mascarpone & Grana Padano cheese.

To support the launch, Heinz has rolled out a series of campaign ads based around the tagline "Ridiculously Late, Ridiculously Good", playing on the fact that despite Heinz produces its own tomato seeds yet has not yet produced tomato sauces for pasta - until now.

"Although Heinz is well known for its tomato ketchup, not many people know that the company produces its own tomato seeds," explained Kraft Heinz Northern Europe President, Georgiana de Noronha.

"Heinz is a key player in the global tomato market, producing more than five 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 among the most-loved food brands."

The latest launch follows several NPD introductions from the brand including their Made For Veggiez launch of new plant-based sauces which we covered on the blog here.