Student favourite the all-day breakfast in a tin looked to have fallen out of favour a few years ago.
Heinz axed HP’s All Day Breakfast after buying HP in 2005 and since then has focused predominantly on beans plus one ingredient. In 2007, Heinz brought out five Bean Meals, including Beanz with Balls and Big Saucy Bangers, for instance.
Significantly, these were positioned as all day, rather than breakfast options. And the December launch of three new Branston lines - featuring chorizo, chilli and Lincolnshire sausages - by brand owner Princes, seemed to suggest that the full-on breakfast in a tin had finally had its day.
But the Hunger Breaks brand proves it isn’t completely off the menu. After relaunching the range in 2012, this June Princes added The Bacon Sizzler and The Mixed Grill to the range, which already includes The Full Monty and All Day Breakfast.
The brand has performed strongly, claims Princes. “Sales of our Hunger Breaks bean meals have shown consistent growth over the past 12 months,” says Chris Wright, marketing director for canning. The reason, he says, is demand from cash-strapped young men. To reach this target consumer group, Hunger Breaks is running an ongoing series of promotions with Twentieth Century Fox.
The first promotion kicked off in February in conjunction with A Good Day to Die Hard, and the current one, which began in July, is an on-pack tie-up with The Wolverine offering the chance to win a Samurai holiday experience in Tokyo.
Hunger Breaks and co have clearly helped baked beans grow share of breakfast over the past year - even if, as in the case of Heinz and Branston, they’re covering their bases by targeting a wider range of meal occasions.
The question is: with Branston adopting a subtler look, could the appeal of bean meals spread beyond their current heartland of students and young men - and elevate beans from a breakfast accompaniment to the main event?
Focus on Breakfast: Bed or breakfast?
- Currently reading
Bean gone too long? Brekkie in a tin makes a comeback