Heinz has recently expanded its product portfolio by introducing a new collection of breakfast meals at WHSmith, enhancing its presence in the food-on-the-go market.
The well-known company has partnered with Lean Kitchen Network to launch the Heinz Brekkie range, which includes the All Day Brekkie Wrap, All Day Brekkie Sub, and Egg & Bacon Brekkie Wrap. These offerings are now accessible at more than 80 WHSmith locations, marking a significant step for Heinz into retail outlets.
Previously, in 2022, Heinz ventured into the food-on-the-go landscape with virtual kitchens across the UK, responding to a growing consumer preference for quick and convenient meal options. However, this latest collaboration with WHSmith represents Heinz’s inaugural entry into the retail space, with expectations to further extend its range of hot meals in various retail spots throughout the UK in the coming year.
Tom Franklin, the director of Heinz’s food service division, remarked, “As a company set on leading the future of food, we’re constantly looking for new ways to deliver great taste, quality, and value for our consumers. Our ‘Away from Home’ business presents many exciting opportunities to do exactly that by leveraging the Heinz brand to introduce new products and expand our reach in new channels & categories like ‘Food-to-Go’.” Franklin emphasised the excitement surrounding the partnership with Lean Kitchen Network, highlighting the opportunity to provide loyal customers with tasty and accessible meals.
This move follows Heinz’s recent efforts to diversify its product offerings. In 2022, the company made headlines with an apology for being “150 years too late” in launching its pasta sauce range, indicating a push towards innovation and adaptation to market trends.
Moreover, this launch coincides with WHSmith’s own expansion of its food-to-go selections, which included the introduction of its first-ever own-brand Christmas sandwich in November.
The collaboration between Heinz and WHSmith signals a promising expansion in the retail food sector, providing consumers with enhanced convenience and choice in their breakfast options.
