Heinz home-delivered food kits launched in DTC foray

FMCG giant Heinz has unveiled a home-delivery service in Australia, targeting families impacted by Covid-19-related lockdowns.

Consumers can visit aa new website, Heinz to Home and select from two pre-packed bundles of products which include classic products such as Heinz Soup, Heinz sauces and condiments, and Heinz Baked Beanz & Pasta.

The new care packages can also be ordered as gifts to family or friends who cannot shop at the brick and mortar stores due to the Covid-19 outbreak.

Heinz said it is offering free delivery for the first 400 bundles to suburbs of Victoria that are currently in Stage 3 lockdown. It will be applied automatically at checkout by based on the postcode entered into the address panel.

Simon Laroche, CEO at Kraft Heinz Australia, said Heinz to Home was inspired by the success of a similar concept overseas.

“Our counterparts in the UK have experienced great demand for their Heinz online shop, and we wanted to offer similar convenience to our Aussie customers. The two Heinz bundles first available on our site have been carefully curated, and are winter staples for many Aussies.

“We also understand that you can’t always get the products you’re looking for at the moment and that [some consumers] have less opportunity to shop. The Heinz To Home online service allows you to order bundles of Heinz products directly to your doorstep, or to someone you care about, so you and your loved ones can stay home and stay safe,” added Laroche.

Heinz to Home has launched with two signature bundles – “Winter Warmers” and “The Essentials”. The Winter Warmers Bundle includes Heinz Baked Beanz, Heinz Spaghetti in Tomato Sauce, Heinz Soup of the Day Old Fashioned Chicken, Heinz Soup of the Day Buttercup Pumpkin & Veg, Heinz Plant Proteinz 7 Veg Soup. It sells for $15 (excluding delivery) and is good for seven meals.

The Essentials Bundle can create eight meals, including Heinz Tomato Ketchup, Heinz Seriously Good Garlic Lovers Aioli, Heinz Soup of the Day Pea and Ham Soup and Heinz Baked Beanz, Heinz Spaghetti in Tomato Sauce, Heinz Plant Proteinz Creamy Coconut, Pumpkin & Chickpea Soup and Heinz Plant Proteinz 7 Veg Soup. It sells for $26 (excluding delivery).

Heinz will deliver the new The Heinz To Home products via Australia Post within two to three working days in metro areas and from up to eight days in suburban and regional areas.

Meanwhile, the company plans to launch more limited-edition products and merchandise in the future, following the success of the 570-piece Heinz Tomato Ketchup puzzle, Heinz Creamz ice cream in the UK, and a collaboration with US singer Ed Sheeran to launch ‘Edchup’ ketchup.

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