Canny operators

Heinz Beanz are available in a range of sizes and multipack formats including a Reduced Sugar and Salt variety

Offering nutrition, convenience, versatility and value, it's little wonder that canned foods have become a stock-cupboard essential for a large number of consumers in recent years

Brand Central

18 December 2012

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AT A GLANCE: CANNED FOODS

Heinz Spaghetti is the brand leader within tinned pasta, with Heinz Spaghetti and Heinz Spaghetti Hoops being the category’s strongest performers
Heinz Cream of Tomato Soup is not only the most popular variety in the Heinz ready to serve range of soups but it is also the best-selling tinned soup variety in the market
Weight Watchers from Heinz is the number one healthy eating soup brand
Autumn 2012 has seen the introduction of five new Baxters soup flavours; Golden Vegetable, Beef & Vegetable, Garden Pea & Mint, Chunky Beef & Vegetable and Fragrant Thai Vegetable
John West is the brand leader in the canned seafood market with a 65% value market share in the Republic of Ireland (Source: AC Nielsen scantrack ROI market, MAT Nov 04/12)
Batchelors retains its number one market leading position in baked beans and canned vegetables
Batchelors holds a 57% market share of the baked beans category (Source: Nielsen Scantrack (MULT/GRP/4CT) (Value) MAT Aug 2012)

As consumers strive to make limited household budgets stretch further, they are increasingly looking towards tinned foods which have a longer shelf life, in order to cut back on both food wastage and the cost of their family’s food bills. Tinned fruit and vegetables, soups and seafood are perceived as offering value, nutrition, versatility and year-round availability. Similarly, while canned meats were previously viewed as an old-fashioned and generally inferior product, in recent times, industry sources report they have seen a turnaround and are now regarded by consumers as a quality, affordable choice.

Market analyst Mintel reports that in the UK almost 13 million consumers buy branded canned meals/meat. What is more, value sales of canned meals and meats increased by 14.8% between 2007 and 2009 to reach an estimated £770 million in 2009. Datamonitor statistics for Ireland also show that while the total ready meals market was valued at €151 million in 2009, canned foods accounted for €28.9 million of this total.

Baked beans a star performer

Mintel also states that baked beans have continued to outperform canned pasta, meat and poultry in the canned food category. Their growth has been supported by continuous NPD from manufacturers. In fact, valued at £251 million in 2004, sales of baked beans jumped 45% over a five year period to reach £365 million in 2009. Extensions of existing products and the introduction of healthier variants, such as low in sugar and salt and the development of the Snap Pot format has also helped maintain interest in the category. Currently, as many as 81% of all consumers buy baked beans.

Statistics also show that due to tightening budgets and relatively less disposable income, almost 14 million consumers buy canned meals/meats because they make a cheap meal. Nevertheless, canned foods have faced competition from other convenience foods, like chilled and frozen ready meals, as well as the ever-expanding market for meal kits. Manufacturers have met this challenge by communicating the nutritional credentials of their product ranges better to consumers.

Versatility of canned foods

Vivianne Ihekweazu, senior FMCG analyst at Mintel said: "Canned meats have continued to battle their perception as a lower quality substitute to fresh meat ranges. In 2008 when Delia Smith launched her book "How to Cheat at Cooking", some consumers were enraged at the suggestion that tinned mince could be substituted for fresh mince in the recipes. However, it showed consumers the versatility of canned meats and the fact that it could serve as a substitute for fresh meat in recipes – something which appears to have resonated."

"Baked beans have continued to meet consumer demand for convenience as a time-saving meal solution as well as being a cheap, easy-to-prepare comfort food. Baked beans offer consumers much-needed value for money, with product reformulations such as lower salt and sugar varieties ticking the healthy eating box, they are also a store cupboard essential," Ihekweazu added.

Heinz Beanz are available in a range of sizes and multipack formats including a Reduced Sugar and Salt variety

A canned classic

H.J. Heinz boasts a vast range of canned foods including the iconic Heinz Beanz, Heinz Soups, Heinz Spaghetti and the Weight Watchers from Heinz range. As one of the world’s largest producers of tinned foods the Heinz brand believes it is synonymous with quality, taste and daily life among consumers worldwide.

The compelling one of your five a day initiative across core Heinz Beanz, Heinz Spaghetti and selected Heinz Classic Soups will ensure that these Heinz products will continue to stay relevant to consumers for years to come.

In Ireland perhaps the most famous of Heinz tinned products is Heinz Beanz which are available in a range of sizes and multipack formats including a Reduced Sugar and Salt variety, each with an easy-open ring pull.

Heinz is continuously expanding and updating its range of tinned spaghetti products in response to families’ ever-changing tastes. Heinz Spaghetti is the definitive brand leader with Heinz Spaghetti and Heinz Spaghetti Hoops being, by a large distance, the category’s strongest performers. Heinz Alphabetti Spaghetti is also an important part of the Heinz range available in both a 205g and 400g size. Consistently popular licences within the Heinz pasta shapes range including Peppa Pig, Bob the Builder, Dora the Explorer and Hello Kitty illustrate Heinz’s commitment to the category and its status as the brand leader in tinned pasta.

Heinz is the brand leader within the tinned pasta category

Heinz Cream of Tomato Soup is not only the most popular variety in the Heinz ready to serve range of soups but it is also the best-selling tinned soup variety in the market. Heinz Big Soup ranges offers a selection of tasty and hearty, chunky soups which are ideal for a sustaining lunch or for a light dinner with an extensive range of traditional varieties including Chicken & Vegetable and Beef and Vegetable.

Heinz remains ever responsive to consumer demands for healthy and convenient products that do not compromise on taste. Weight Watchers from Heinz, the number one healthy eating soup brand continues to offer older favourites such as Chicken Noodle and newer varieties such as Tuscan Minestrone and Tomato & Basil. All Weight Watchers from Heinz varieties exclusively carry the Weight Watchers Points Value on pack.

Heart-warming canned soups

Baxters soups, distributed in Ireland by Stafford Lynch, are a range of tasty, heart-warming canned soups. Since the introduction of Royal Game soup in 1929, the Baxters soup range has adapted and extended to the wide selection available today. The range includes Baxters Favourites, Vegetarian, Healthy Choice, Chunky, Luxury, Deli Inspired and Stay Full. So from the ever popular Cream of Chicken and Minestrone to smooth Spicy Parsnip or Luxury Lobster Bisque, there is a soup to cater for every consumer taste.

Just in time for winter, Baxters has improved the recipes on 14 soups, and updated labels with an enhanced "five-a-day" message. Autumn 2012 has also seen the introduction of five new flavours; Golden Vegetable, Beef & Vegetable, Garden Pea & Mint, Chunky Beef & Vegetable and Fragrant Thai Vegetable. Some of the Baxters soups contain three portions of vegetables. Many, including the new Garden Pea & Mint in the Vegetarian range contain two portions of vegetables. There are no artificial colours, flavours or preservatives in any of Baxters’ soups. The new range has been available since October 2012.

Following a successful TV campaign in 2011, the Baxters soup advertisement has been back on television since 15 October. With strong price promotions planned across both multiples and symbol groups, Baxters soup advises making sure the brand is stocked on the shelves this winter.

For further information on Baxters soups, contact Stafford Lynch (01) 8023 100 or email reception@staffordlynch.ie.

At one with the sea

John West has been leading the way in fish since 1857 with a high quality range of fish that includes Tuna, Salmon, Mackerel and Sardines. John West is the brand leader in the canned seafood market with a 65% value market share in the Republic of Ireland (Source: AC Nielsen scantrack ROI market, MAT Nov 04/12).

The brand is always "at one with the sea" and demonstrates genuine fishing expertise.

Product quality has always been the cornerstone of John West’s business and of its reputation among consumers.

Traceability and sustainability also play a key role in order to retain that quality in the future. John West’s latest campaign focuses on encouraging consumers to "Discover the story behind every can". With this initiative, John West is proud to offer its consumers the option to trace the provenance of its tuna just by entering the product code into the brand website.

In 2013, John West says it will bring more initiatives and will continue to add value to the canned fish category in your store.

Batchelors is Ireland’s number one brand within the baked beans and canned vegetables category

Iconic Irish brand

Batchelors is an iconic Irish brand, which has been enjoyed by Irish households for generations. It retains its number one market leading position in baked beans and canned vegetables. With an impressive 57% market share* of baked beans, it continues to remain the nation’s favourite.

Tinned foods are convenient, versatile and are packed full of nutrients – high in fibre and protein and low in fat. Canning is a long-established natural means of preserving nature’s goodness. Batchelors has a rich Irish heritage dating back to 1935 and the brand is proud of the fact that it continues canning produce in Dublin to this very day. ‘Irishness’ is something that Batchelors is absolutely passionate about, especially in these times. Batchelors Irish Peas are a variety specific to the Irish market and are grown by Irish farmers in Irish soil. Indeed as a founding member and strong supporter of Love Irish Food, the brand has always been proud of its heritage and roots.

The Batchelors 420g pack has been given a limited edition festive make-over

This Christmas sees Batchelors transform the market leading ‘Classic 420g’ pack to give it a limited edition festive make-over. In a bold move, the pack has been cleverly renamed ‘Tis the Season to Get Saucy’. Throughout the year, the brand turned up the heat with the launch of value-added lines, including Hot’n’Spicy Beans and Curried Chick Peas. These new products seek to add value to the category, while catering for consumers who are looking for all the benefits of Batchelors favourite recipes, but with a twist.

Batchelors is strongly supported by tactical media campaigns, ranging from targeted store-focused activity to high engagement outdoor and digital campaigns. This year saw the brand promote its pea range of Irish Peas, Marrowfat Peas & Mushy Peas through a high-impact and entertaining ‘Nothing Fancy, But Very Tasty’ campaign involving three hunky Irish farmers. The campaign asked ‘Which One Do You Want for Dinner’, to which the nation responded and voted Mr. John Fanning (representing Irish Peas) as Ireland’s ‘Batchelors Farmer of the Year’.

With attractive ongoing in-store promotions, ranging from price downs on single cans to special offers on multi-packs, Batchelors really has something to suit everyone.

Batchelors prides itself on high product standards, strong brand values and focused consumer communications which are all key to ensuring that Batchelors remains Ireland’s number one. Despite having a busy year packed with exciting initiatives, Batchelors promises to have more surprises in store for 2013, including novel communications and exciting NPD.

*(Source: Nielsen Scantrack (MULT/GRP/4CT) (Value) MAT Aug 2012)

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