Taking A Classic Where It’s Never Been

Heinz announces the Fridge Pack: the first-ever re-sealable beans product.

Market leader HEINZ is invigorating the Baked Beans category by adding a new format to its iconic BEANZ range. The new ‘Fridge Pack’ is an exciting addition to the category and caters for on-the-go families who often eat at separate times of the day.

The innovative ‘Fridge Pack’ is a re-sealable bottle which has been developed to cater for consumers who eat more than a can, or only part of a can. The can of leftover beans is usually put in the fridge and often goes to waste. The ‘Fridge Pack’ will stay fresh in the fridge for five days after opened, allowing consumers greater flexibility to use as many or as few beans as they like each serve.

The side of the bottle also has a clearly marked, see-through portion control guide, making it easy for consumers to see how many beans are left. Available in supermarkets now, the recyclable Heinz Beanz Fridge Pack has a suggested RRP of $4.69.

“The ‘Fridge Pack’ is the latest evolution of Heinz Beanz,” says Natalie Koenen, Marketing Manager at Heinz. “We understand that a busy family life can result in mealtimes together becoming less frequent. We acknowledge that our consumers need great tasting, convenient meals that cater for everyone’s needs. The new ‘Fridge Pack’ format allows bean lovers to enjoy Heinz Beanz as they like and in portions that suit them.”

The new 1kg pack is the equivalent of two and a half cans and is aligned with the look and feel of the rest of the Heinz Beanz range. The front of the label maintains the iconic trademarked keystone and turquoise colour, and the bottle has been shaped so that it will fit in the fridge door or shelf.

Natalie Koenen, Marketing Manager at Heinz continues: “Heinz is dedicated to looking for new ways to drive value in the beans and pasta category. As market leader we have a responsibility to spearhead this growth. 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. In doing so we are continuing to grow sales for our retail partners.”

Heinz has a 58.6 per cent value share of the total $110 million Australian Baked Beans category.