The move comes after the food giant froze its TV adspend for the year earlier this summer and follows reports that UK chief executive Jane Miller is pushing an in-store marketing focus because she believes it offers best value.
Heinz is now rolling out a range of price-marked products in supermarkets and is seeking to boost sales with promotional four- packs and in-store promotions.
The company has denied that the price-focus is linked to the adspend freeze.
According to supermarket insiders, Heinz has secured extra shelf space by increasing its focus on multipacks across its grocery portfolio.
It is also planning a range of World Cup-themed activity to run across its products in independent retailers.
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