UK food distributor Fresh Marketing’s Iam Super Foods business is launching four varieties of ready to eat beans in microwavable pouches.
The line, Iam Super Beans, includes: Texan style pulled pork and BBQ baked beans; Indian style tikka curry baked beans; Mexican style beef fajita baked beans; and British style original baked beans.
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Iam Super Foods co-founder Barney Mauleverer said that the company hopes to reinvigorate the UK baked bean market, which has dropped 21% in terms of volume over the last five years according to AC Nielsen.
“Baked Beans have long been the Brits ultimate convenience accompaniment to breakfast, lunch or supper. Why is it that the tinned options have been so slow to move with the times in providing easy cooking, light weight grab and go packaging and interesting international flavours on such a staple UK product. The tin can is long overdue an overhaul,” Mauleverer suggested.
Iam Super Beans are high in protein and fibre as well as being low in fat and sugar.
The launch follows the rollout of Iam Super Grains this July. Asda will stock the bean line nationally across its main estate stores this week at GBP1.99 (US$2.63). Other retailers are expected to follow, the company said.
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