Heinz drops the baked from beanz

Heinz is removing the word “baked” from its iconic beans range in a bid to reposition it as a healthy snack and bring the brand up to date.

The range will be relaunched as Heinz Beanz next month with the introduction of three new pack designs. It will retain the turquoise background and black logo but it will introduce pictures of the beans for the first time.

The back of 415g standard cans will carry three different health slogans – “packed with fibre”, “virtually fat free” and “low in sugar” – in a bid to push the brand’s health credentials.

The changes will be rolled out across all variants, including reduced salt and sugar, organic and beans and sausages.

In 2004, Heinz changed the spelling of beans to beanz, to tap into nostalgia for the brand’s “Beanz Meanz Heinz” strapline, which was originally launched in 1967. It has also recently introduced beans in snap pots as part of a move to take into the lunchtime and convenience market.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here