Magazine article Marketing

Heinz Pulls Frozen Range

Magazine article Marketing

Heinz Pulls Frozen Range

Article excerpt

The recession has strangled the first attempt by Heinz to break into the frozen food market outside the Weight Watchers brand.

Deputy managing director and marketing director Bruce Purgavie confirmed this week that the upmarket Memories of China has been withdrawn -- just 16 months after its launch.

The range of ten oriental meals attempted to bust the 2.50 [pounds] price barrier for frozen ready meals and was devised and backed by TV chef Ken Lo (Marketing, October 4 1990). At the time Heinz claimed it offered a "nice niche" and took its "core values" into new areas.

"We have taken it out," Purgavie now says. "It was very premium priced, had a very premium position, it's a very good product -- but the climate prevented it from reaching our expectations."

Only one retailer was stocking Memories of China when Heinz opted to pull it. Launch spend was intended to be 2.5m [pounds] in women's press and national papers, though in the event Heinz spent far less. …

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