The new e-commerce site, will supply speciality products that are not necessarily available for national retail distribution.
Heinz Carb Check, which is available from participating Tesco and Sainsbury's stores, and the Heinz Merchandise Collection are the first two product lines to appear on the site.
Peter Ebsworth, marketing manager at Heinz, said: "Heinz was keen to have an e-commerce presence providing another avenue of dialogue directly with our consumers."
He added: "The site will also enable us to conduct market research campaigns, sampling and get valuable feedback from customers. The site is an additional route to market, but not intended in any way to replace or compete with the many outlets that sell Heinz products."
The site is powered by InBusiness and iForce.
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