Kraft Heinz has changed its bag in box breakfast format, to a tub and scoop format.

Available this month, the new packaging format introduces ease and convenience to breakfast time for mums, plus the re-sealable tub aims to lock in freshness and reduce wastage.

The infant breakfast range caters for ages four to ten months, with each tub featuring a colour-coded lid for easy navigation to the correct age group. The range is available in 10 flavours with no added sugar, and contains 12 key vitamins and minerals.

Heinz has retained its current rrp with the new larger pack, in line with family cereal alternatives. 

Heinz Infant brand manager Meena Patel said: “The new tub and scoop packaging has been specifically designed with parents in mind to make breakfast time a breeze. Re-sealable, mum-friendly packaging combined with delicious flavours and tailored infant specific nutritional benefits make this breakfast launch a great buy for parents. Stackable tins with a larger on-shelf presence combined with increased pack size and additional marketing support make this range a must stock for all retailers.”

The new launch will be supported in-store and through digital media activity, creating engagement with key demographics.



[1] White Tiger Research Ltd 2014

[2] Adacta International Consumer and Sensory Science – PCQDA 2014. Sensory analysis carried out on 14 products including old Heinz recipe, competitors and new Tub & Scoop which indicated strong preference for new Heinz recipes.

[3] Many family cereals, when compared to the Heinz infant cereals contain either a higher content of sugar or a higher content of salt and are not specifically tailored to infant needs.” – Heinz internal comparative research 2016.