I am Super Beans

Fresh Marketing brand I Am Super Foods continues to expand its portfolio of protein-rich SKUs with the launch of a baked beans line-up.

Rolling out now to Asda stores, I Am Super Beans (rsp: £1.99/250g) comes in a microwaveable pouch format and offers from 6.2g to 7.3g of protein per 100g, depending on variant (compared with the 4.7g provided by Heinz Beanz). The nutrient is derived from the beans – which include borlotti, haricot and kidney beans – and from meat and chickpeas in some variants.

There are four flavours: British Style Original, Texan Style Pulled Pork & BBQ, Indian Style Tikka Curry, and Mexican Style Beef Fajita. Their launch follows July’s introduction of the I Am Super Grains range.

The NPD is aimed at ‘younger, more adventurous types’, and hopes to give a boost to baked beans, which are currently worth £338.5m, up 1.6% in value sales across the tinned category [Kantar Worldpanel 52 w/e 24 April 2016].

“The can is long overdue an overhaul,” said Jason Kerr, co-founder and product developer of I Am Super Foods.

“Baked beans have long been Brits’ ultimate convenience accompaniment. Tinned options have been slow in providing easy cooking, lightweight grab-and-go packaging and interesting international flavours,” he added.