The line, first revealed by Marketing late last year (20 October), will be positioned as 'lower carb' to distance it from strict low-carb diets such as Atkins.
Launching this month, Carb Check is Heinz' first low-carb offering in the UK. It offers food options for all times of the day, including fruit spreads, tomato ketchup, cereal bars, pasta sauces and cookies.
Tesco will be the only supermarket to stock the range. The chain is increasing its focus on low-carb products, and is creating a dedicated section for them in stores.
Carb Check's launch will be promoted through direct mail, online, PR and in-store activity.
Heinz claims that lower-carb diets should consist of between 60g and 75g of net carbs a day, compared with the average intake of 240g and the 20g consumed on some low-carb diets. Carb Check packaging will carry a carb point rating to help consumers monitor their consumption.
Heinz' first low-carb product was One Carb Ketchup, which was launched in the US in 2003. The product contains 1g of carbohydrates per serving, 75% fewer than traditional Heinz Ketchup.
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