Heinz, the UK’s favourite baked beans brand, has taken out a page of The Guardian to issue an apology for taking 150 years to launch a new range of pasta sauces. The apology to the British public and Heinz’ founder Henry Heinz for not creating the pasta sauce despite its focus on tomato products. However, the brand explained it would probably be “the best pasta sauce you’ve ever tasted”, assuring it was worth the wait “because nothing so ridiculously good, has come so ridiculously late”.The move to a pasta sauce range has been deemed an important step in strategy to expand into new categories. “Despite our extensive agriculture heritage and tomato expertise, this is the first Heinz pasta sauce launched in the UK —a market where Heinz is annually ranked amongst the most loved food brands,” Kraft-Heinz new ventures director Caio Fontenele said. “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.”
