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New Look For Heinz Chilli Sauces


Heinz is rolling out a packaging re-design for its successful range of Heinz Chilli Sauces, offering consumers an exciting chilli adventure with a vibrant new look.

First launched in October 2012, the three-strong range of sauces taps into the growing trend of spicy food. The packaging re-design aims to widen the appeal of the popular sauces, marrying the authentic, reliable experience that consumers associate with Heinz with the vibrant and unique taste inspirations of the spicy trio. This will be the same great product, with an exciting new look.

The new labels are bringing flavour to the forefront. The Hot Sauces description has been removed and replaced by the names of the chillies and the flavour properties inside each bottle, ‘Peppery Habanero’, ‘Smokey Chipotle’ and ‘Tangy Jalapeno’. 

The modern redesign also sees a more colourful, vibrant look, combining bright labels that reflect the colour of each sauce, with images of the ingredients present on-pack to reinforce the authentic flavours of the range. The design also makes better use of food-specific descriptors, including food pairing suggestions on the front of the bottle.  

Since launch the range has taken a 6.1% value share of the hot & spicy category in its first year . The range combines a tasty tangy heat with a splash of colour to liven up any meal.
The three distinct varieties are well balanced to complement consumers’ favourite foods, whilst adding an unmistakeable kick to dishes in differing degrees. The sauces are versatile, ideal for scratch cooking with stir fries or chicken marinades and are perfect for giving that extra zing to pizza, pasta and burgers. 

The range consists of three exciting chilli flavours, each giving food full-on taste and tingle:

Smokey Chipotle – mild smokey chipotle chilli with a hint of garlic, best splashed on wraps and burgers
Tangy Jalapeno – medium hot and tangy jalapeno, best served with nachos or drizzled over a spicy pizza
Peppery Habanero – hot and fiery habanero with a welcome sweetness, best poured over chicken wings and stir fries

Mark Blay, Assistant Brand Manager at Heinz says: “Heinz Chilli Sauces provide a chilli taste adventure consumers can trust. With the chilli sauce category growing year-on-year, it’s clear we’re a nation of spicy shoppers, but we’re often still cautious about not wanting to add too much of a kick. Heinz Chilli Sauces help consumers to enhance and not overpower their meals, and the new look makes it even easier for them to control how hot they want to go, from mild and tangy to full on fiery flavour”.