Design agency DJPA has overhauled the packaging, adding prominent nutritional flashes that list details such as the product's calorie and fat content.
Three flavours will be added to the line: Mediterranean Tomato & Lentil, Chicken, Potato & Leek and Tuscan Minestrone, which will be available from next month. Heinz is also introducing a bigger 400g format for dieters who wish to eat the products as a main meal.
The changes to the line will be supported by a campaign based on the concept 'Lose weight, not taste', which will break in January, a peak period for the diet industry.
The relaunch is part of a wider promotional drive by the food manufacturer for its soups. It is investing £7m in the portfolio, with the addition of variants to the Heinz Classics and Heinz Big Soup lines, and a 515g serving size for the latter, so it can be eaten as a substantial evening meal.
Tinned products dominate the soup sector, which was worth £440m last year, according to IRI. Heinz is the market-leading manufacturer, accounting for a 60% share of wet ambient soup sales, ahead of Campbell's and Baxters.
The company claimed that a 'Go big or go hungry' outdoor and press campaign for its Big Soup range, which broke in March, boosted sales by 16.8% in the 12 weeks to 27 May.
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