Heinz is hoping for a bigger slice of the dessert sector with the launch of two ambient products: Taste of Home gorgeous classic creamy custard and delicious creamy rice pudding.

The tinned desserts join Heinz’s range of sponge puddings under this new ’Taste of Home’ banner.

The range features seven new and six re-launched products.

"There is a great deal of nostalgia among British consumers for traditional, puddings such as treacle sponge and rice pudding," says Christina Honigfort, brand manager at Heinz Desserts. "Heinz is using its trusted name and loyal following to breathe new life into ambient desserts with the launch of the Taste of Home range, ."

The launches will be supported by £3m-worth of marketing support, including a national sampling campaign to emphasise the difference in taste and quality that Heinz is bringing to the category.

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