Back in the late 1800’s, food quality was a real issue as canned goods became popular. Consumer became weary of buying packaged goods. Heinz used this consumer insight to craft a genius marketing plan centered around transparency and quality — enter the iconic package design of theglass bottle.
Heinz is still innovating their product portfolio today with the same principles they invented in the early 1900’s. Now with seven flavors of ready-to-use pasta sauces, all packaged in iconic glass jars.
We wanted to know what U.K. consumers thought of the new product line fired up a quick market insights survey and hit “launch”. We asked U.K. consumers two simple questions once introducing the new product line:
How likely are you to purchase Heinz’ new pasta sauce?
How frequently do you purchase pasta sauce?
Once the data was collected a few hours later, we were able to easily cross-tab those responses by demographics and the two questions together to gain quick market insight into how many and who might consider the new pasta line.
You can access the full survey data for free →here.
Overall interest was high with 62% of U.K. consumers selecting either “likely” or “extremely likely” to purchase: