Mothers, in particular first-time mums, will be targeted in the next few months with information and support.
Heinz is the market leader in baby cereals and juices and a significant player in baby and finger foods.
Infant nutrition was a success story for Heinz in its most recent earnings report, for the third quarter of fiscal year 2009. Organic sales of baby nutrition products were up 7%.
Helen Tarragano, Marketing Manager, Infant Milks at Heinz, comments: "CRM is going to be fundamental for our future brand growth so this is a key appointment for us. Haygarth really impressed us with their CRM expertise and experience in the infant feeding sector."
Tarragano said Haygarth will work alongside AMV BBDO, Heinz's advertising agency, "to ensure we create a seamless CRM programme which integrates with other communications activity".
Heinz's post-natal relationship-marketing programme for its baby foods, called Tinytums, has been run through EHS Brann Cirencester.
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