Heinz to manipulate the senses with Beanz

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.