Behind The Spin - Heinz

To the British, Heinz is best known for tomato ketchup and baked beans.

THE DILEMMA

To the British, Heinz is best known for tomato ketchup and baked beans.

Last year, it had nearly 78% market share in ketchup and just over 46% in canned baked beans. Yet the Pittsburgh-based company has found that in the cut-throat world of condiments, being a brand king does not make you invincible. In Europe especially, Heinz has been feeling the pressure from deep discounters like Lidl and Aldi, and supermarket own-labels, as well as fragile consumer spending in big markets such as Germany. Having earlier diversified into foods beyond its tomato-based staples - from Farley's baby food to Linda McCartney's vegetarian ready meals - Heinz no longer just meanz beanz but a wide portfolio of products.

THE SPIN

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