Heinz has repositioned its core range of beans and pasta meals as an inspiration for quick and easy family meals.

The strategy involves showing consumers they can use Heinz products – 400g Beans & Sausages, Spaghetti Bolognese, Macaroni Cheese, Ravioli and Spaghetti & Sausages – as a base for modern recipes using basic household ingredients.

The ‘Quick & Easy’ strategy is being supported by sponsorship of TV programme Dinner Doctors, on-pack recipes and an instant win

on-pack promotion, as well as in-store activity.

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