Heinz is targeting its market leading Beanz in a new plastics format to households that often have unused baked beans sitting in the fridge.
The ‘Fridge Pack’ is a re-sealable bottle, which, once opened, is said to keep the remainder of the product fresh in the fridge for five days.
The bottle has been shaped so that it will fit in a shelf in the fridge. The side has a clearly marked, see-through ‘portion control guide’, making it easy to see how many beans are left.
The 1kg pack is the equivalent of two and a half cans and retains the look and feel of a contemporary label design Heinz Beanz introduced in summer 2008. The front of the label has the familiar keystone and turquoise colour.
The Fridge Pack is due on shelf in the UK in September and expected to become the biggest launch in the category since Heinz Snap Pots in 2007.
“The launch of the Fridge Pack demonstrates how we are harnessing consumer trends, driving innovation and making the category more relevant and more exciting for consumers,” says Phil Jones, Heinz UK & Ireland VP Sales.
But the new format does not threaten the can’s survival, thinks the metal packaging industry. “Shoppers can rest assured that the much loved, iconic baked beans can is here to stay,” says Nick Mullen, director, Metal Packaging Manufacturers Association.
He adds: “Brand extensions do exactly what they say on the tin – widen the market – and this clever and innovative Fridge Pack will do just that, but not at the expense of the circa 442 million cans already being sold in supermarkets across the country.”
