Product:Heinz Baked Beanz
Launch date:US: 1895, UK: 1901
Since its launch more than a century ago, Heinz Baked Beanz in tomato sauce has become a British institution. While the canned food market as a whole has struggled to keep up with the glamour of fresh and chilled, the baked beans sector has grown 3% year-on-year in value [ACNielsen 52 w/e April 16, 2005]. Heinz’s market-leading offering managed to grow slightly ahead of the market, up 4% in the same period of time.
The brand is valued at £128m and is the second biggest-selling brand within the total canned goods category, according to The Grocer Top Products Survey 2004.
Compared with the total market for baked beans, Heinz has a slightly more upmarket profile and is a high-penetration brand bought in all corners of the country. However, consumers in central and north Scotland buy the old favourite more than anyone else, closely followed by consumers in Lancashire and in the south west. The quintessential British offering is versatile and suitable for use at all meal times.
As such, Heinz Baked Beanz has a solid profile across all age groups. Its core strength is among 35 to 54-year-olds, while it is slightly less popular with 25 to 34-year-olds. It has proved least popular among 16 to 24-year-olds.
With its ‘better for you’ image and ease of use, Heinz Baked Beanz is an established family favourite. The product comes through as a strong family brand, favoured by larger households with children, and has proved especially popular among households of three members or more.
It is bought more frequently in families with children aged 11 to 15, compared with families with kids aged up to 10.
To make the brand even more appealing to the health-conscious and to fight back against the healthy eating lobby’s relentless criticism, Heinz launched a reduced sugar and salt sub-brand last year. Called Reduced Sugar & Salt, the newcomer contains 70% less salt and 25% less sugar than its standard version.