Kraft Heinz is introducing a brand new recipe to its iconic Heinz Beanz portfolio to address increased consumer demand for reduced and no sugar alternatives. Available since February 2017, Heinz No Added Sugar Beanz offers families with an alternative choice, whilst delivering the unmistakeable Heinz taste that consumers know and love.
With 34% of households reducing sugar on a regular basis and of those 92% trying to actively reduce the amount of sugar in the foods they buy, it is clear that consumers are becoming increasingly concerned with overall sugar consumption. The new and improved recipe from Kraft Heinz provides families with the great taste of Heinz Beanz – now with no added sugar – allowing them to enjoy the new recipe with confidence.
Currently worth £28m, the reduced sugar beans category is in 18% growth year on year, with the Heinz Beanz reduced sugar range making up 72% value share of the total category. With the current Heinz 50% Less Sugar Beanz already performing well within the market and growing 27% year on year, the launch highlights Kraft Heinz commitment to meeting consumer demands around nutrition and wellbeing. Having achieved blind parity in consumer taste testing, the new No Added Sugar recipe is to replace Heinz 50% Less Sugar Beanz, and includes no artificial sweeteners.
Kraft Heinz is fully supporting the launch from 1st March with a digital-lead marketing campaign, targeted at young mums and older couples, as well as social and instore. Refreshed packaging will also be rolled out across 415g cans and 4 x 200g snap pots, focusing on the new benefits whilst maintaining the instantly recognisable Heinz Beanz branding. With absolutely no artificial sweeteners, colours or flavours, the new pack design communicates important messaging to mums and highlights that Heinz Beanz can be enjoyed as 1 of your 5 a day.
Umme Ali, Assistant Brand Manager, Heinz Beanz comments: “With health concerns high on consumers’ minds, we are committed to leading the way in the category and developing products that provide consumers with a no added sugar option. We have dedicated years of expertise to carefully craft the new and delicious Heinz No Added Sugar Beanz, still with 25% less salt, to deliver the much-loved great taste of Heinz.
“With the launch of Heinz No Added Sugar Beanz, Kraft Heinz aims to increase sales in the reduced sugar beans category by +10%, as sugar reduction increasingly becomes front of mind for shoppers.”
THE KRAFT HEINZ COMPANY