Chernogolovka Group will abandon the Heinz baby food brand; familiar products, as well as new items in the line, will be produced under the Gipopo label.
Subscribe to RB.RU on Telegram
Heinz porridge will be launched under the Gipopo brand
As the company’s message suggests, the first batch of Gipopo will hit stores next month. And the Heinz brand will stop being produced in September.
The products will be manufactured at two baby food factories that previously produced Heinz purees and cereals.
In March 2024, Chernogolovka closed a deal to acquire the Russian assets of the American Kraft Heinz. At the same time, the company announced the launch of a new brand.
“Gipopo is not just a new name, but a carefully thought-out nutritional system that takes into account the needs of the child at every stage of their development, from the first complementary foods to a more adult diet (12+),” the manufacturer said in a statement.
They added that the product line of the new brand will be expanded: in addition to cereals and purees, snacks and prepared meals for children will be added. There are also plans to start producing beverages.
The company stressed that the new brand has a recognizable identity for consumers. The design of the new packaging includes elements that refer to the usual Heinz design.
According to Interfax, after the agreement to buy the Heinz business, Chernogolovka’s share of the Russian baby food market reached 3.9%.
Author:
Natalia Gormaleva
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
