Bold Bean Co has overhauled its baked beans lineup, increasing jar sizes by almost 20%, while keeping prices unchanged.
The challenger brand has increased the weight of its baked beans jars by 18.2%, from 325g to 390g. It comes after shoppers complained the original was “too big for one serving, not quite enough for two”, despite being positioned as a two‑portion product, the company explained.
Despite the increased weight, its rsp has held at £3.50, meaning shoppers will pay the same for a “more satisfying serving”, according to the brand.
Bold Bean Co said it was able to absorb the cost of the weight increase thanks to the “scale it has built” in recent years. Since launching in 2021, Bold Bean Co has more than tripled its distribution, while rate of sale has more than doubled following recent listings in Asda and Co‑op.
“Our mission is to make as many people as possible obsessed with beans, and we knew that offering a more generous portion would play a big role in that,” Lucy Cowan, commercial director at Bold Bean Co, told The Grocer.
“For us, it was about delivering better value and a better eating experience, rather than simply maintaining margins.”
Bold Bean Co has also discontinued its Classic variant, as having two tomato-flavoured options was “creating confusion rather than choice”. The range now comprises Rich Tomato, Smoked Chilli and new Masala.
Founder Amelia Christie‑Miller said the business spent the past year gathering feedback through consumer panels, retailer reviews and one‑to‑one interviews.
“We took the best of both tomato recipes, improved the bean-to-sauce ratio, and came out with something we feel is spot on,” she told The Grocer.
“The 390g jar fits a two-person occasion properly and, like our positioning has already proven, with one in three buyers being completely new to baked beans we believe it opens the door to even more shoppers who simply weren’t buying into the category before.”
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