Kraft Heinz is recruiting the likes of Batman and Superman along with other popular children’s characters for a new range of shaped dry pasta products.

The new range of pasta shapes launching this month comes in a 360g form-fill bag (RRP £1.19) made with 50% whole wheat in four varieties, three of which are accompanied with sauces.

The range includes Batman, Superman and Wonder Woman, Teenage Mutant Ninja Turtles, Dispicable Me Minions and Peppa Pig and friends.

The new Heinz pasta sauce (RRP £1.55) comes in a tetra carton that has a handy resealable lid for convenience, as well as helping with portion control. It also contains no artificial colours or preservatives and is made with 0% added salt and sugar. Both the Heinz pasta sauce and pasta shapes are packaged in eye-catching bright yellow and feature the well-known characters on the front of pack.

Brook Aspden, brand manager at Heinz, said: “Dry pasta is universally loved and eaten by 80.5%[1] of the population, and presents a huge opportunity for retailers. With the new launch expected to deliver significant incremental growth to the category, now is the perfect time to add Heinz Pasta Shapes and Sauces to your product offering.”

Kraft Heinz is supporting the new lines with a fully integrated media campaign to drive awareness alongside engaging in-store activation.