Shoppers can already buy baked beans in singles, four-packs, six-packs and Fridge Packs - and now Heinz is offering a five-pack.
The company claimed it was giving consumers more choice with the multipack, which packs three cans in one row and two in another.
Heinz would not say whether the NPD was designed to hit a specific price point - insisting retailers decided the price shoppers paid in store - but said the five-pack would “allow retailers to continue to offer great value promotions across the Heinz range”.
The average price of a six-pack of standard Heinz beans - after promotions - has been £3.34 in Tesco, Asda and Sainsbury’s over the past 12 months, up 16.8% from the £2.86 it sold at over the preceding 12 months. The average price of a four-pack has risen 8% over the same period, from £2.12 to £2.29 [BrandView.com].
The new packs are rolling out to Tesco and Asda from 4 November on a when-it’s-gone-it’s-gone basis, with both retailers continuing to stock four and six-packs. The SKU is also available to other retail customers.
Heinz said the five-packs would be sold from dedicated merchandising units and gondola ends, adding that case and pallet configurations meant the irregular-shaped packs would be “as space efficient as possible”.
The company has invested in new equipment at its Wigan factory to produce the packs. “Having been limited previously by technology, we now have the facilities to give consumers and retailers greater choice,” said Heinz Beanz marketing manager Rafi Arkin.
The launch follows a 5.7% drop in value sales of Heinz Beanz to £217.7m [Nielsen 52 w/e 17 August 2013]. Heinz said changes to promotional activity had contributed to the decline, adding that the hot summer had affected year-on-year comparisons. The brand had seen a more positive performance in recent months, said Arkin.
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