Heinz offers double the sauce in new sachet

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Australian consumers are generally unsatisfied with the amount of sauce in a traditional sachet, with 46 per cent of survey respondents saying they use two sachets on their meals, according to Heinz Foodservice research conducted by Sensory Solutions1.

In response, Heinz Foodservice has launched the SqueezMe! single-serve sauce range, which it claims contains double the amount of sauce of other sachets on the market.

“The SqueezMe! sauce portions have been designed specifically for the foodservice market to meet current consumer demand,” Heinz Head of Foodservice ANZ Matthew Dodson said. “We know Aussie consumers love sauce on their pies and hot chips, and we don’t want to leave them disappointed with their meal as a result of undersized sauce sachets.”

Research from the UK2 indicates that a negative sauce experience can go beyond minor disappointment and lead to consumers avoiding a foodservice outlet.

“Having to ask for sauce, or not receiving the right brand or quantity at a foodservice outlet can prevent 15 per cent of consumers from eating at that outlet again,” Mr Dodson said. “That’s a considerable number of individuals, who could instead be converted to (being) return customers just by providing the right amount of sauce.”

Heinz says SqueezMe! features a package design that is easy to use and control and ensures less mess and more sauce from every squeeze. Each pack includes a barcode. The SqueezMe! sauce range consists of tomato ketchup, barbecue sauce and tartare sauce.

  • 1 ‘Project Squeeze, Demographics, Usage & Attitudes’, Sensory Solutions, November 2012.
  • 2 ‘What’s the sauce – understand out-of-home sauce consumption in the UK’, Canadian Custom Solutions, 2013.

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