According to a recent Datamonitor report, the market for frozen food in South Africa is growing at an average annual rate of 4.1%. The Heinz Gourmet Sensationz range taps into this positive trend and leverages the brand's equity to stimulate trial and purchase.
Each pack includes 500 grams of savoury and dessert puffs of a single serve nature, allowing consumers can bake however many they want at a particular time, thereby reducing waste.
The savoury range includes spiced beef curry, sweet chilli chicken, Mediterranean chicken & herb, and cheese, mustard & biltong. The dessert puffs come in lemon cheescake, strawberry & yoghurt, and apple, raisin & cinnamon.
The Heinz Gourmet Sensationz range aims to challenge in-store bakeries and ready-to-eat foods, where consumers are often forced to buy larger portion sizes and end up throwing away what's left because it goes stale quickly.
To add lustre to the cartons, the brand name is embossed and UV varnished. The cartons are lithographed in four process colours on a double-lined polyethylene board. As such, it's able to retain the high quality, premium appearance and structural integrity throughout the wet conditions of the cold chain.
Heinz Foods SA is a joint venture with Pioneer Foods and H.J. Heinz, the global US-based food company. Previously, it marketed frozen, prepared meals via the Today and Mama's ranges of meals, pies and pastries. This is the first time that the Heinz brand name has been used in the category.
Anja van Beek 9 May 2025
