Heinz Beanz raids the fridge

Fridge-PackMarket leader Heinz, is invigorating the beans category this summer by adding a new format to its iconic Beanz range. The ‘Fridge Pack’, is set to be the biggest launch in the category since Heinz Snap Pots in 2007, and will cater for on-the-go families who often eat at separate times of the day.

The innovative ‘Fridge Pack’ is a re-sealable bottle which has been developed to cater for consumers who may use more than a can or only part of a can, when cooking for their families. As a result they may leave the rest of an unused can in the fridge which can then be wasted. Once opened, the ‘Fridge Pack’ will stay fresh in the fridge for five days, allowing consumers greater flexibility to use as many beans as they like before resealing the screw-top and putting the bottle back in the fridge. The side of the bottle also has a clearly marked, see-through portion control guide, making it easy for consumers to see how many beans are left. On shelf in September, the recyclable Heinz Beanz Fridge Pack has a suggested RRP of £1.79.

“The ‘Fridge Pack’ is the latest evolution of Heinz Beanz,” says Paula Jordan, Marketing Director, Beans, Kids and Meals. “We understand that a busy family life means that mealtimes together are becoming less frequent and our consumers need great tasting, convenient meals that cater for everyone’s needs. The new ‘Fridge Pack’ format allows bean lovers to enjoy Heinz Beanz as they like and in portions that suit them.”

Design

The new 1kg pack is the equivalent of two and a half cans and will be aligned with the look and feel of the contemporary new label design which Heinz Beanz undertook in the summer 2008. The front of the label will maintain the iconic trademarked keystone and turquoise colour, in order to retain shopper cues. The bottle has been shaped so that it will fit in a shelf in the fridge.

Phil Jones, Heinz UK & Ireland VP Sales continues: “Heinz is dedicated to looking for new ways to drive value in the beans, kids and meals category. As market leader we have a responsibility to spearhead this growth. The launch of the ‘Fridge Pack’ demonstrates how we are harnessing consumer trends, driving innovation and making the category more relevant and more exciting for consumers. In doing so we are continuing to grow sales for our retail partners.”

Heinz ‘Fridge Packs’ will be supported by a through the line campaign later in the year totalling more than £3m, which will include TV advertising harnessing the success of the “IT HAS TO BE HEINZ” campaign.

Heinz has a 62.9% value share of the total £337 million UK Bean Accompaniments market and is showing strong growth at +13.5% year-on-year. The second biggest player, behind Heinz, is private label, which has a 19.2% share. The nearest branded manufacturer has a share over the same period of 9.7%.

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