Subscriber Exclusive 
‘The future takes time’: Heinz on its ‘right to play’ in the pasta sauce market
Heinz believes prioritising innovation is the key to growth, a strategy which includes apologising for being ‘ridiculously late’ with the launch of its pasta sauce range.
Heinz is a brand synonymous with two cupboard staples: beans and ketchup. Despite claiming the biggest share in these two categories, the 150-year-old company is keen not to rest on its laurels and sees innovation as a core part of its business.
Bringing out new products to meet the needs of consumers is a crucial component of the strategy, explains Kraft Heinz new ventures director Caio Fontenele.
