Heinz to Strengthen in Poland

22 June 2006 - As part of its strategy for 2007 and 2008, HJ Heinz has announced that it plans to invest in key segments including ketchup, sauces, ready-to-eat dishes and snacks. In 2007, the company wants to introduce over 100 new products and increase sales by 3-4 %. Heinz also announced that it would focus on its emerging markets, such as Russia, China, India, Indonesia, and Poland.

In Poland, Heinz employs 650 people and has two plants: Pudliszki and Miedzychod, both of which will be expanded.
The food producer said that it will focus on the Pudliszki brand first of all by developing their products and by introducing new ones, with a particular focus on sauces (ketchups, mustards, etc.) and ready-to-eat meals.

Most recently, In May 2006, Pudliszki soup concentrates were launched on the market, with four new flavours: cucumber concentrate soup 345 g, tomato soup 360 g, beetroot soup 375 g and zurek (soup made from fermented rye flour) 350 g.

MAJOR PLAYER

In a written statement, Heinz Polska told FLEXNEWS that the 2006 financial year was very successful for Heinz in Poland. The company reached an 11% increase in net sales compared with the previous year. As a result, profit also increased. Net sale in Poland totaled PLN 274.5 million (67.5 million euro).

Heinz Polska also informed FLEXNEWS that Pudliszki is the leading brand on the ketchup market with a 20% share and 36% in tomato pastes. Both Pudliszki and Miedzychód brands have a 27.3% share in the ready meals sector which gives them the first place. Furthermore, the Pudliszki brand is second in the market in terms of hot sauces (19.5%) and pasteurized vegetables (22.3%).

COMPETITION

The statement also mentioned that the greatest competitor for HJ Heinz Polska is Unilever which offers products in several categories: ketchup with two brands Tortex (18.4%) and Hellman's (10.4%). Unilever also produces Knorr hot sauces (17.4%).

Competition also comes from Agros, who is the market leader for hot sauces with its Lowicz products (37.1%). Agros is also second in the tomato paste market (15%).

In the vegetable market, Heinz competes with the leader Bonduelle (27.5%). Finally, for ready meals, their main competitor is Pamapol (26.6%).

Source: flexnews.com