Agencies vie for Heinz organic venture

The Little Big Food Company, the organic food supplier backed by Heinz, is talking to agencies about its launch advertising account.

The Little Big Food Company, the organic food supplier backed by Heinz, is talking to agencies about its launch advertising account.

Fallon, Mother and Farm have been shortlisted for the business, which is estimated to be worth pounds 5 million over the next two to three years. A decision will be taken by 24 November.

Heinz owns a minority share in the new venture, which will be headed by Tony Risso-Gill, formerly a divisional marketing director at Heinz and United Biscuits. Heinz has an option to take a majority share in the venture.

The Little Big Food Company will launch with a number of frozen organic meals but it intends, in time, to offer a broader range of products. 'It is about re-establishing organic food across a number of different categories,' Risso-Gill said.

The company's name is derived from its desire to stay small in size and infrastructure yet deal in big ideas and have an equally large reputation. Risso-Gill aims to achieve this by investing in concepts and branding, while outsourcing most of the food production processes. He added that the name highlights the small start-up's connection with formidable food manufacturer.

The products will not carry the Heinz brand name in the short term.

No media agency has been approached so far, and Risso-Gill said he will begin by focusing on new-media. The Little Big Food Company is expected to launch in May next year.



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