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Heinz is launching an organic 'home-cooked' babyfood range called

'Simply' as part of a wholesale revamp of its babyfood portfolio.

The food giant will plough £3m into the babyfood overhaul, which

will include reformulated recipes, new pack-aging and additions to its

organic selection.

Heinz babyfood general manager Clodagh Ward hopes the home-cooked

concept will revitalise a category suffering from a lack of

innovation.

She said the Simply range is targeted at parents who rarely buy

pre-prepared babyfood. "This group is our biggest challenge. Many of

these consumers are older working mums who believe home-made is best

because they can't find a suitably pure product relevant to them."

The 'Simply Vegetables' and 'Simply Fruits' range comes in eight organic

flavours, such as carrots and peas, with simple blends cooked by a

gentler process than conventional babyfood.

Heinz is also introducing 15 babyfood varieties to its existing organic

range, and new products to its core range, including 'Just Add' sauces,

to be mixed with pasta, rice or vegetables.

New additions to Heinz' dry babyfoods include five Farley's Cereals and

Farley's Bear biscuits, a pack of five individually-wrapped nutritional

cookies.

Two organic fruit juices and a further organic cereal complete the

babyfood product portfolio.

Heinz plans to market the range via the Bounty Progress Pack, a hamper

of baby products sent free to new mothers, and through the launch of a

branded web site, Tinytums.co.uk.