The manufacturer of HP Baked Beans, the UK’s second best-selling baked bean brand, is launching an organic version. Market-leader Heinz is tipped to follow suit.
Heinz has already entered the organic market in the US with a baby food range, and a company spokesman refuses to rule out the possibility of Heinz organic products being launched in the UK.
He says: “We will keep the organic market under close review.”
HL Foods, which owns HP Baked Beans and is part of Hillsdown, is also developing tinned organic pasta.
The launch comes less than two months after Mars’ entry into organic pasta sauces and pasta shapes through its subsidiary Seeds of Change.
HP marketing manager Yvonne Adam says: “We wanted to offer a real choice to those consumers who are increasingly seeking to eat organically grown food.
“We also had to be certain that the HP taste and quality criteria could be met with organic ingredients,” she adds.
The HP organic baked beans carry the emblem of the Soil Association, a certification body for organic food and farming.
The 300g cans are to be sold at 36p, which is the same price as the 420g can of standard HP baked beans.
Hillsdown is in the process of being taken over by American private investment firm Hicks, Muse, Tate & Furst.