Heinz has removed the word “baked” from its iconic beans can as part of a “contemporary new look” for the product.
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The removal of the word, which the company says signals how UK consumers now use the brand name to refer to the product, is part of a campaign by Heinz to “raise awareness of the health values of beans”.
Although the product remains unchanged, the new label will feature an image of the beans and will be rolled out across the entire Heinz Beanz range from August. The back of the 415g pack will highlight the nutritional properties of the Heinz Beanz product.
“Heinz Beanz is one of the nation’s best loved brands and everyone knows that it is a great tasting convenient snack but few consumers fully appreciate how good they are for you,” said John Alderman, marketing manager, Heinz Beanz.
“We are immensely proud of our heritage but never complacent about our success. Last year was very exciting for Heinz in terms of innovation and we are now building on this by communicating our core range to our consumers.”
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By GlobalDataAsked whether die-hard Heinz Beanz fans might be offended by the change in name, a company spokesperson said: “The new pack branding will appeal directly to all Heinz Beanz fans as it connects with how consumers refer to this iconic product today while it makes a link back to the iconic slogan: Beanz Meanz Heinz”.
The company said it has received “extremely positive” feedback from the new design.
