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.