Heinz aims to put its Baked Beans higher up on consumers' snacking repertoire by bringing them out in a microwaveable format. Heinz Microwaveable Baked Beans come in individual microwaveable pots, the first time the product has come out of the can ­ but there is no change to the Baked Beans taste or formula. They are available from mid April (rsp 69p for 300g). It claims it is launching the product because of changes in the way people eat ­ for example Superpanel data suggests that 90% of people have access to a microwave at work and the number of households with microwaves has increased by 50% in the last 10 years. And Heinz Europe president and CEO Dave Williams has already set out his strategy for growing the Heinz brand which includes introducing new packaging formats for traditional products. Commenting on the microwaveable pots launch, Heinz senior brand manager Ruth Grogan said: "With no need to pour from can to bowl, there is no need for washing up ­ making them great for eating on the go. They are perfect as a quick healthy snack or as a main meal accompaniment." Heinz is supporting the launch with a £1.5m marketing spend including a press and poster advertising campaign. {{MARKETING - P&P }}

Topics