FDBusiness.com

Heinz partners with Hornall Anderson for gluten-free line

 Breaking News
  • Coca-Cola HBC to Acquire Italian Water and Sparkling Beverages Company in €88 Million Deal Coca‑Cola HBC has agreed to acquire Acque Minerali, a privately-held natural mineral water and adult sparkling beverages business based in Italy. The acquisition is being made in conjunction with The Coca-Cola Company, in-line with previous similar acquisitions. The total enterprise value payable by Coca‑Cola HBC and The Coca‑Cola Company, subject to customary closing adjustments, amounts [...]...
  • Britvic Signs Up to Science Based Targets Initiative Britvic has pledged to pursue bolder greenhouse gas (GHG) emission reduction targets by signing up to the Science Based Targets initiative. Britvic joins around 600 leading companies from around the world in formally committing to independently verified science-based GHG emission reduction targets. Britvic’s A Healthier Everyday sustainability strategy recognises climate change as one of the biggest threats facing [...]...
  • Marks & Spencer Partners Infarm to Bring Urban Farming to London Stores M&S Food is partnering with infarm – one of the world’s most advanced urban farming platforms – to deliver a range of fresh produce grown and harvested in a selection of the retailer’s London stores. Customers will now find a range of fresh herbs – including Italian, Greek and Bordeaux Basils, Mint, Curly Parsley and Mountain [...]...
  • Coca-Cola European Partners to Remove 4,000 Tonnes of Single-use Plastic by Swapping Shrink Wrap For Cardboard in Western Europe Coca-Cola European Partners, will be replacing plastic shrink wrap with cardboard for its can multipacks across Western Europe, removing approximately 4,000 tonnes of single-use plastic per year across the region. This is the latest move in Coca-Cola’s commitment to tackle packaging waste and remove all unnecessary single-use plastic from its secondary packaging. Plastic shrink wrapping is used [...]...
  • EU Leading in Global Agri-food Trade The EU has been confirmed for yet another year in its position as the largest global exporter of agri-food products, with sales reaching €138 billion in 2018. Agriculture products represent a solid share of 7% of the value of EU total goods exported in 2018, ranking fourth after machinery, other manufactured goods and chemicals. Agriculture and [...]...

Heinz partners with Hornall Anderson for gluten-free line

May 15
10:20 2013

Food giant Heinz UK has responded to that need of Coeliacs and other gluten-free-seeking consumers by partnering with brand design firm Hornall Anderson to create branding and packaging for their new Deliciously Gluten Free pasta and sauces product line.

It’s one of the first A-list FMCG brands to venture into this category in the UK market.

Gluten, found in wheat, barley and rye, triggers an immune reaction in people with coeliac disease, damaging the lining of the small intestine and possibly other parts of the body.

With Coeliac disease affecting approximately 1 in 100 people, the UK is seeing a rise in consumers seeking foods that meet their restrictive dietary needs.

The Hornall Anderson team researched the many issues and benefits of a gluten free diet and tested various products available in the market. The increasingly widespread appeal of the products is taking gluten-free out of the specialist food category as many UK consumers are turning to them as an everyday health choice.

“This is a serious food choice for many consumers that can have potentially harmful results, therefore many gluten free brands tend tofocus on the negative aspects of the issue rather than the benefits for health and well-being,” said Hornall Anderson UK design director Andy Atkins Hornall Anderson.

“This can often result in poor representations of their non-gluten free equivalents or overly ‘medicinal looking’ packaging. Our challenge was to create a design solution that not only reassures Coeliac consumers, but also encourages mainstream consumers to consider the line as a positive and delicious alternative.”

The Heinz keystone and Coeliac UK endorsement provided trust and reassurance that allowed the design team to create a simple, pure design solution, layered with vitality and positivity in the background messaging and colour palette, and delicious food cues using fresh food photography.

The Deliciously Gluten Free line is comprised of pasta varieties: Penne, Macaroni and Spaghetti; and three sauces: Tomato Frito, Tomato & Basil, and Tomato & Oregano. The product line has already sold into three of the big five UK retailers, and Hornall Anderson says it has achieved a high degree of positive awareness amongst the UK Coeliac community.

About Author

colin

colin

Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 1, 2019PPMA Total Show
  • October 17, 2019Future Food-Tech
  • November 18, 2019Plastics Caps and Closures Conference 2019
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements