Heinz is bringing innovation to the Beans category with the launch of its 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.
The new 415g can contains five different beans – haricot, kidney, pinto, cannellini and borlotti – in the classic Heinz Beanz tomato sauce.
Naturally low in fat, high in fibre and high in protein, a serving of Heinz five Beanz also provides ‘one of your five a day’.
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 black label to create stand out on shelf.
Featuring visuals of each of the beans in the recipe, the packaging 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.
“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.