Heinz is planning to take its Linda McCartney vegetarian foods
range overseas for the first time and develop it as a global brand
alongside icons such as Heinz Ketchup.
The babyfood-to-beans manufacturer said the US is likely to be the first
market into which the brand will be extended.
Heinz acquired the licence to manufacture the vegetarian brand last
December as part of its pounds 190m acquisition of United Biscuits
Frozen and Chilled Foods division (Marketing, October 28, 1999).
A spokesman for Heinz said that following a review of the UB brands, it
had identified the Linda McCartney range as the most likely to quickly
succeed on a global stage.
He said: ’Having the benefit of the McCartney name matched with Heinz’
global focus means this has the potential to become a very strong
international brand very quickly.’
Heinz has not set a timetable for the extension.
The decision to push the brand as a global icon has received the
blessing of Sir Paul McCartney, who retains the right to veto use of his
deceased wife’s name on projects he feels she would not have
McCartney said: ’This is what Linda wanted: to share her pioneering
vision with a global food giant which could get her veggie meals on
dinner plates around the planet.’
Linda McCartney died last April following a long battle against
RPM3 has previously handled advertising for the Linda McCartney range,
although no marketing has been done for the range during the past
Leo Burnett handles the majority of global advertising for Heinz.
This article was first published on Marketing