Heinz has fired the latest salvo in its baked beans war with Branston by encouraging consumers to hand in rival products in exchange for its own brand.

The company has launched a baked bean amnesty, headed up by society girl Tara Palmer-Tomkinson, to reinforce the 'original and best' positioning of the Heinz brand.

Beanz Buckets are being placed in city centre malls across the country, including Newcastle, London, Sheffield, Manchester and Birmingham, where consumers can exchange one can of "imitation" beans for Heinz Baked Beanz.

It is the latest attempt to gain the high ground in the beans category. Last year Premier Foods launched the Great British Bean Poll to find the nation's favourite brand, and claimed that 76% of consumers preferred its Branston brand to Heinz.