Heinz announces “bold” changes to baked beans
Australian shoppers may have noticed a change to one of our most beloved food products in the last few weeks.
Kraft Heinz has transformed its baked beans in a rebranding campaign which the company claims is for the evolving needs of Aussie consumers.
The company’s baked beans have been re-sized “based on research that found the existing can sizes didn’t match,” a statement from Heinz said.
The baked beans will also no longer feature a Heinz logo on the packaging which Kraft Heinz Australia Commercial President, Elkin Jackson, referred to as a “bold” move for business.
“Removing the Heinz logo for a limited time is a bold move. We want to emphasise our commitment to consumers and celebrate the introduction of the new can sizes and occasions,” she said.
The 420g and 820g back bean cans have been pulled from production and replaced with 300g and 555g size cans.
The 130g and 220g size cans will be replaced with rebranded versions at Woolworths, Coles and IGA stores.
The company has removed its logo and replaced it with “new names to highlight which can sizes are best for the different dining occasions”.
The news names are the ‘Lil One’ (130g), the ‘One for One’ (220g), the ‘One for Two’ (300g) and the ‘One for All’ (555g).
“First, we mapped how Australians consume Heinz Beanz. Based on that, we started asking them if our current offer matched their needs such as the perfect amount of beans on a slice of toast, for a couple to share breakfast, for a family, and to refuel for that perfect snack,” a Heinz Australia spokesperson told news.com.au.
“Aussies consume their beans differently to the rest of the world so we created a portfolio that matches their needs.”
The changes stem from the company’s own 2016 research and ABS Census statistics.
The research highlighted that “Australian households have changed over the last decades, and Aussies are looking for ideal can sizes to suit different occasions”.
The company confirmed that changes may also be coming to Heinz spaghetti.
“Watch this space, there is innovation in the spaghetti category coming and we can’t wait to share this with spaghetti fans across Australia and introduce similar can sizes in spaghetti.”
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