Heinz Tagine Chickpeas

heinz tagine chickpeas

Who: Heinz

What: Tagine Chickpeas

Where: Canned beans & pulses

When: Launched July 2015

How much: Rsp: £1.29 for 390g

Why: With overall sales of the canned beans category down 4.3% to £302.7m in the year to April [IRI 52 w/e 25 April 2015], Heinz is offering this alternative to consumers in search of innovative meal ideas. In July it expanded its gourmet Beanz range - which already included Fajita, Tuscan and Veg Chilli Beanz - with two new products: Dhal Curry Lentils, and this Moroccan-inspired option, a mix of chickpeas, pumpkin, carrot, peppers and onion in a spicy tomato sauce.

Consumer verdict: Heinz’s trusted brand and the can’s recognisable label design ensured there was plenty of pre-trial interest among our testers for this product. It went down well, garnering an above-average rating on every measure, with plenty of positive comments about the tangy, spicy flavour and “classy” appearance. Some were less enthusiastic, calling it “bland”, and criticising the consistency, and purchase intent increased only slightly after trial. However, almost nine out of 10 testers said they expected to buy this at least occasionally.

Pre-trial purchase: 45%

Post-trial purchase: 48%

Better than what’s out there: 54%

New and different: 75%

Overall score: 39/50


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