Market leader Heinz is bringing innovation to the Beans category with the launch of its exciting new Heinz FIVE Beanz product. The launch aims to encourage variety and new usage for Heinz Beanz as part of a healthy balanced meal amongst new and existing customers.
Beanz For Grown Upz
The new 415g can contains five different beans – haricot, kidney, pinto, cannellini and borlotti – in the classic Heinz Beanz tomato sauce that consumers know and love. Naturally low in fat, naturally high in fibre and naturally high in protein, a serving of Heinz FIVE Beanz also provides ‘one of your five a day’.
In addition, shoppers can benefit from the goodness of Heinz FIVE Beanz as the perfect side of plate accompaniment with chicken as well as their other favourite foods. Offering consumers more variety when making meals at home, they can enjoy the familiarity of Heinz - a trusted household brand.
Available on shelf from mid-June, with an RRP of £0.84, the can deviates from the turquoise coloured label synonymous with Heinz Beanz, with a dramatic black label to create stand out on shelf. Featuring visuals of each of the beans in the recipe, the packaging clearly explains the concept to consumers and provides information around the product’s ‘natural goodness’ on the back of the packs.
Katie Bleach, Marketing Controller, said: “We wanted to launch an innovative product that caters to consumers’ varied tastes, but still reassures them that they can expect the same wholesome and great tasting goodness of Heinz Beanz which they have come to know and love.
“That’s why we’re so excited about the launch of Heinz FIVE Beanz – it strikes a perfect balance of being adventurous without compromising on quality or familiarity. It can be served in exactly the same way as the Heinz Beanz that consumers know and love. So whether it be on toast, jacket potatoes or on the side of their favourite meal, consumers can rely on Heinz FIVE Beanz to add a bit of excitement and intrigue to their plates.
“We’re confident that this launch will attract new and previous shoppers to the category, which enables retailers to maximise from the increased footfall and sales.”
The launch will be supported with a £2m above the line campaign and in-store activity.
Heinz Beanz is the market leader in the Beans category with a 66 per cent value share of the total £308 million UK Bean Accompaniments market. It is showing growth at +1.4per cent year-on-year.