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Heinz Watties: Proving large companies can be agile

Proving large companies can be agile

Heinz Wattie's is one of the most recognised and successful brands in New Zealand. Product innovation and understanding consumer trends are at the heart of the company's success in an increasingly competitive market.

As a result of reading this Case Study, students should be able to:

  • Understand how Heinz Wattie's retains its competitive advantage in the marketplace 
  • Discuss the importance of innovation and meeting consumer needs 
  • Describe how communication and marketing form an integral part of brand development.


There are few aisles in a New Zealand supermarket that do not contain a Heinz Wattie's product. It has 30 brands in its stable, including Wattie's, Heinz, Lea & Perrins, Chef, Champ, Eta, HP, Farex, Nurture, Greenseas, Weight Watchers, Praise, Oak and Craig's.


Wattie's has been manufacturing high quality food products in New Zealand since 1934.

The marketplace

Currently, the split between domestic and export sales of products produced by Heinz Wattie's is around 45:55 - a huge increase since 2000 when it was 85:15.


To remain in touch with what New Zealanders want from their food suppliers, Heinz Wattie's continues to conduct in-depth market research.

Product innovation

Innovation is at the heart of Wattie's growth and success.

Innovative communication strategy

Over the years Heinz Wattie's has continued to produce innovative and successful marketing strategies.

Research & Development

Heinz Wattie's has always taken a long-term view of innovation.


Heinz Wattie's is a highly successful company in the food sector.



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