Premier Foods brand Branston could be set to lock horns with Heinz in the UK with the adoption of a controversial advertising slogan for its baked beans range.

Branston, known primarily for its range of pickles, is considering using the tagline ‘Beans Means Branston’ in its baked beans marketing campaign, echoing the famous Heinz strapline Beans Meanz Heinz, familiar to generations of beans aficionados.

“We are considering preparing a counter campaign and the slogan could be ‘Beans Means Branston’. No firm decision has been made as to when, where and how though,” a company spokesperson told just-food.