Heinz drops ‘baked’ to become ‘Heinz Beanz’

Heinz has removed the word 'baked' in a move that signals how British consumers now use the brand name to refer to this iconic product, although the product remains unchanged.

The label will also feature beans on the can as a move to reinforce the high quality food credentials associated with the brand.

The front of the label will maintain its iconic trademarked keystone and turquoise colour.

The new label marks the start of a major campaign by Heinz to raise awareness of the health values of beans.

On shelf from August, the new design will be rolled out across the entire Heinz Beanz range.

The back of the 415g pack will highlight to consumers the nutritional properties of the Heinz Beanz product and reinforce the message that they are low in sugar, virtually fat free and high in fibre.

"Heinz Beanz is one of the nation's best loved brands and everyone knows that it is a great tasting convenient snack but few consumers fully appreciate how good they are for you," says John Alderman, Marketing Manager, Heinz Beanz.

"Heinz Beanz benefit from being low in fat and sugar and over the last five years Heinz has cut the added salt by over 30 per cent and is committed to making further cuts without compromising on taste. Parents can therefore feel confident feeding their families Heinz Beanz as a healthy, nutritious meal option."

In 2007, Heinz invested £6 million in its Baked Beans, Kids (pasta ranges) and Meals portfolio. Heinz has a 64.7% share of the total £292 million beans market and is showing strong growth at +8.8% year-on-year.

The second biggest player, behind Heinz, is standard private label, which has a 24.3% share. The nearest branded manufacturer has a share over the same period of 7.7%.

"As market leader of the £292 million beans category, Heinz has a commitment to lead growth in the Beans category. We are immensely proud of our heritage but never complacent about our success. Last year was very exciting for Heinz in terms of innovation and we are now building on this by communicating our core range to our consumers," concludes John Alderman.