Wind of change for beans
Heinz bid to turn breakfast fave into a ‘new avocado’ superfood
HEINZ has take the pulse of the nation.. and decided that baked beans should be treated as a superfood.
Enough of your (canned) laughter, the food giant has a strategy to get their beans recognised as a “wellness food” up there with avocado.
They have created five Beanz Burgerz, all meat-free and two of them vegan, and have now launched a home delivery trial.
The All-Day Breakfast Burger comes with melted vegan cheese, sliced tomato, and grilled mushrooms, topped with, yes, more Heinz Beanz.
The Tex-Mex Burger will put fire in your belly with added chilli, chipotle, sweetcorn and vegan chilli mayo.
The meals and sides of fries and, of course, beans, can currently only be ordered with Deliveroo in London until October 31 in a trial Heinz calls the “Beanz Liberation Exercise”.
The company also plans to get more baked bean products, some of them frozen, into supermarkets.
Sam Ford, of Heinz UK, told The Grocer the burgers were “one of a selection of new Beanz products”. She said: “We can’t wait to hear what the public think of them.”
Kraft Heinz Northern Europe president Jojo de Noronha said she wanted to turn beans into “the new avocado”, using their “superfood” credentials.
She said: “Beans on toast is high fibre, high protein and slow release of energy. Consumers understand the benefit, but they don’t recognise them as a superfood yet.
“We want to take them from family comfort to health and wellness food.”