Success Stories. SmartOnes for Heinz Worldwide
The Problem: Find a way to utilize a no fat technology, never used in the marketplace,
to introduce a line of great tasting frozen food products into an already-crowded
category, and do so inexpensively and quickly.
The Solution: Create a line of one gram of fat frozen entrees, utilizing the
brand name, SmartOnes. Market the result as the smart way to indulge in great
tasting frozen food.
The Result: In the first year Heinz sold $50 million of this brand, year two
totaled $100 million in revenue and today the brand exceeds $300 million in
annual revenue. In its inaugural year, SmartOnes was named food product of the
year by BRANDWEEK magazine.
