Heinz is to convert its canned spaghetti range to multigrain pasta.
? The conversion will begin with canned Spaghetti Hoops this month and will continue with Long Spaghetti, Alphabetti and Shapes.
? Cans will highlight the change, along with low sugar, low fat and vitamin fortification.
? Heinz says that this is the first in a series of initiatives for the company that will transform the pasta category.
? The company says that similar initiatives in the bread category have led to double-digit sales increases.
? The change is aimed at mums who feel less positive about feeding children convenience meals rather than cooking from scratch.
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