Heinz extends the licensed production of its brand

Global food company Heinz, famous for its canned baked beans, entered the deal with Caerphilly-based Peter’s Food Service in April 2013. This gave Peter's the right to manufacture, market and sell various pastry products under the Heinz brand.

A further nine lines were added to the agreement last month, which will see Heinz’s ‘Big’ brand further extended into the chilled savoury market with a new range of pastries.

Extension ​

The 250g and 180g pies and pasties are an extension of Heinz’s Big soup and frozen ready meal ranges, which are marketed as being full of flavour.

Chris Isaac, Heinz Big brand manager, said the launch of the Big pastries would aim to attract more male customers to a category, which is specifically targeted at men with big appetites.

£250,000​

The original contract with Peter’s enabled the company to invest more than £250,000 in increasing its capacity and production facilities and created 20 new jobs.

Clare Morgan, marketing director at Peter’s, said: “The success of the Heinz slices and rolls range exceeded our expectations and distribution continues to grow.”​