Heinz Real Taste of Home: Steak & Guinness Casserole Soup

Heinz Taste of Home is delivering strong value sales for the wet ambient soup category and attracting new customers. Bringing together two such iconic brands through a limited edition recipe will provide a gateway into the Taste of Home range and help drive trial and awareness.

18 Aug 2009 Heinz has partnered with Diageo to add a tasty new recipe to its popular Taste of Home soups range, introducing a limited edition Steak & Guinness Casserole soup.

The launch sees two iconic brands come together, epitomising Heinz and Guinness' signature taste, quality and brand strength.

Taste of Home Steak & Guinness Casserole will be available for a limited time only until Spring next year and will be on shelf in Sainsbury's and Asda at an RRP of £1.69, discussions with other retailers are underway.

Brand strength coupled with the unique limited edition recipe, represents a fantastic opportunity to appeal to both existing and new customers and create new news in the soup category.

The iconic black and white Guinness colours were central to the design, with both brands visible. The limited edition banner, white lid and black tray will also maximise impact on shelf and communicate the brands' premium positioning.

This unique product will appeal to male consumers in their twenties, a twist on an old favourite.

Kerry Allen, Senior Brand Manager at Heinz said: "Heinz Taste of Home is delivering strong value sales for the wet ambient soup category and attracting new customers. Bringing together two such iconic brands through a limited edition recipe will provide a gateway into the Taste of Home range and help drive trial and awareness. We are thrilled to be working with Diageo on this joint venture."

Heinz is also adding new varieties across its other core Heinz brands including Big Soup, Farmers' Market and Weight Watchers from Heinz.

Big Soup: Italian Meatball & Tomato, RRP £1.19; and Mexican Chilli Beef & Bean RRP £1.19.

Farmers' Market: Creamy Root Vegetable & Sweet Potato, RRP £1.19; and Broccoli & Stilton RRP £1.19.

Weight Watchers from Heinz: Tomato & Basil, RRP 0.69p. PLUS new packaging design across the range to drive food cues and shelf standout.