HEINZ FARMER’S MARKET
Heinz Soup was losing its staple status in the face of more ‘natural’, healthy offers.
Working with Heinz we looked carefully at the ideas and motivations driving today’s soup buyers. The insights that emerged helped us to refresh Heinz’s portfolio, introducing three new ranges: Farmers Market, Soups of the World, and Heinz Soup with a Twist.
Having gone through the innovation process with HMc, it was striking how many opportunities were created that could truly unlock both short-term and long-term value for the business. The concepts generated were genuinely differentiated, exciting and importantly, viable to implement. Compared to other innovation programmes, they ticked all the boxes and delivered success that Heinz are still reeling over
Chantal Busson, Innovation Manager Heinz