Heinz to manipulate the senses with Beanz

Heinz is looking to exploit the various tastes and aromas of its Flavour Beanz range with an experiential push to engage with all five senses as part of its bid to double its rate of innovation this year.

HeinzFlavourBEanz-Product-2013
Heinz has created a range of handcrafted bowls and a musical spoons to complement the various tastes and aromas of its Flavour Beanz range.

The brand has partnered with food artists Bompas & Parr to create what it claims are five “flavour experiences” to complement the look, feel and taste of all five of its Heinz Beanz Flavour variants (see below). Each flavour experience includes a handcrafted bowl and a musical spoon that can only be heard by people when they bite it. The Curry Flavour Experience, for instance features a bowl that takes inspiration from sand and spice dunes while the spoon plays Bhangra music.

It is the first major innovation announcement from Heinz since the appointment of former Muller marketing director Lee Rolston to head up its Explore research and development team. The brand has pledged to ramp up its investment in innovation this year to drive growth amid the tough trading conditions facing the industry

The range is available at Fortnum & Mason and a further limited number will be awarded to Facebook fans as part of its promotional campaign. Additional in-store, PR and digital activity is supporting the launch.

Heinz says the sensory marketing push aims to stimulate “taste associations and enhance the consumer’s experience”.

Katherine Broadley senior brand manager at Heinz, says: “By continuing to harness the power of new technological developments and latest innovations, we hope to continue to cement Heinz Beanz iconic status, continuing to provide consumers with new ways to experience their favourite Heinz flavours.”

Brands are increasingly turning to sensory marketing to find new ways to interact with consumers. Courvoisier is using its ‘Alchimie de Courvoisier’ experiential push to promote the tastes and aromas of the drink.

The five Flavour Experiences are:

  • Heinz Beanz Curry Flavour Experience
  • Heinz Beanz Fiery Chilli Flavour Experience
  • Heinz Beanz Garlic & Herbs Flavour Experience
  • Heinz Beanz Barbecue Flavour Experience
  • Heinz Beanz Cheddar Cheese Flavour Experience

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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