While Branston baked beans has a 9.4% share of the baked beans market [IRI January 31, 2006], Heinz insisted its market-leading brand’s share was unaffected at 68%. Branston beans sales had taken share away from own label, it said.
Heinz also shrugged off claims in the consumer press that it was changing its baked beans recipe to bring it in line with Branston beans, describing them as “misleading and half-baked”.
A spokesman for Heinz said it had worked hard to reduce the salt and sugar content of its recipes in line with FSA guidelines. Heinz is, however, making changes to its Mean Beanz range. From Monday (March 6), its Jalfrezi variant will be replaced by a Thai flavour.