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April 11, 2008

UK: Branston adds soya bean and chick pea range

Branston Beans has added Branston Soya Bean and Chick Pea range to its pulses and beans range in response to growing emphasis on health.

Branston Beans has added Branston Soya Bean and Chick Pea range to its pulses and beans range in response to growing emphasis on health.

Branston, part of Premier Foods, said the move was a response to the growing emphasis on health and enjoyment as meal motivators, adding that the new proposition would deliver “sustainable category growth” by attracting new consumers to the market, while offering existing consumers a convenient format by which to access the health benefits of soya and chick pea.

“The beans market is currently in value growth (+5.8%) and worth GBP275m,” said Sheraz Dar, marketing controller for Branston. “As a result, the category demands exploration outside of baked beans and new product development tailored to the changing needs of the consumer – namely health and enjoyment.”

The company is also redesigning the packaging across the whole Branston Beans and Pasta range, with the whole line-up now featuring metallic silver or gold foil to “optimise standout on the fixture, increase quality perception and drive brand penetration”.

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