Heinz makes switch to free range eggs

The huge food manufacturer Heinz has announced a switch to using free range eggs.
The announcement coincides with the re-launch of the company’s Heinz Mayo retail brand as Heinz Mayonnaise – a re-launch that is being backed by substantial funding and a significant promotional campaign. Its use of free range eggs is part of that promotion. "All retail and consumer facing foodservice recipes will now be made with free range eggs, which will also be flashed on the front of packs," said the company in a prepared statement.
Heinz says that the re-launch is intended to align the retail range with Heinz foodservice, which already uses the Heinz Mayonnaise name. The re-design is being supported with an on-pack promotion – offering consumers their money back if they decide that Heinz is not their favourite mayonnaise.

There will also be coupon promotions, samples and in-store activities. The new look Heinz Mayonnaise has a dark blue label, whereas the ’light’ variety will feature a light blue label to reflect the different calorie content.
"Currently Heinz Mayonnaise is branded differently for foodservice and retail, which can lead consumers to struggle with connecting the two brands. To ensure one consistent brand image, the re-design will be implemented across both sectors with all consumer facing foodservice packs aligning by the end of the summer," said Nicky Cummerfield, senior brand manager for Heinz Mayonnaise.
As well as using free range eggs, the new recipe meets the 2012 official salt targets for mayonnaise.
Free range eggs also feature in a new addition to the company’s Deli Mayo range. Heinz Deli Mayo with a Hint of Chilli joins an existing range that includes Heinz Deli Mayo with Roasted Garlic and Heinz Deli Mayo with Caramelised Onion. The new addition is the first in the Deli Mayo range to use free range eggs. As with Heinz Mayonnaise, the fact will be flashed on the front of the packs. Free range eggs will be rolled out across the whole Deli Mayo range during the summer.
Nicky Cummerfield said, "We are proud of our new free range eggs recipe and are confident that once consumers try Heinz Mayonnaise they will be impressed with its deliciously creamy and smooth flavour. We are strengthening our value proposition with the re-design, which in turn will grow sales for our retail partners."
Heinz says that its mayonnaise currently has five per cent value share of the mayonnaise category and is outperforming the market.
Heinz’s switch to free range eggs in its mayonnaise follows in the footsteps of Hellmans, whose parent company Unilever won an award from the British Free Range Egg Producers Association in 2008 for changing from cage to free range eggs in its mayonnaise. At the time, BFREPA chairman Tom Vesey said, " There is little doubt that by giving free range such a high profile as an ingredient, Unilever’s bold move will make it very hard for other brands not to follow suit, which in turn should stimulate a massive growth in free range eggs, both in this country and abroad – in a manufacturing sector which until recently was almost entirely cage eggs."
Heinz is the latest in a number of major food companies that have made the switch to free range eggs.

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