Heinz is introducing a limited edition Lea & Perrins Worcestershire Sauce variety of its Heinz Baked Beanz.

Heinz said it is the first time the company has brought together two of its leading brands in such a way and predicted the combination would lead to increased sales for retailers, from existing consumers and additional buyers to the beans category. Heinz also wants to drive increased usage of Lea & Perrins through consumer association of the sauce with baked beans. 

Baked beans and pasta meals is the number one grocery category and accounts for almost 28% of the total UK grocery market, the manufacturer said with reference to TNS Worldpanel statistics. Within this, Heinz is the brand leader in the baked beans category with a 66% value and 55% volume share of the GBP224m (US$427.5m) category. 

“By developing this exciting new Lea & Perrins Limited Edition Baked Beanz variety, Heinz is reinforcing the continued relevance of its market leading brands by giving consumers the choice and variety they are looking for. Consumer taste tests for the new varieties have yielded excellent results and we’re confident consumers will really enjoy the splash of something different on one of their favourite meals. This is the first time Heinz has brought together two of its power brands to create a new, winning recipe and we’re confident it will be a hit with consumers,” said Simon Breckon, Heinz Beanz senior brand manager.