Heinz has announced that it will be launching a new 50% less sugar product on May 1st, which is set to replace its Reduced Sugar & Salt offering (RSS) currently providing consumers 30% less sugar than standard beans.
The new range will also maintain its 30% reduced salt claim, and meets the 2017 Department of Health Responsibility Deal salt targets.
Heinz believes the new range offers a more compelling claim for consumers, particularly health-conscious mums, and will provide reassurance around reduced sugar content.
‘Healthy beans’ is a significant sub-portfolio of the Beans and Accompaniments category (7% volume share), and Heinz wanted to respond to the growing consumer concerns regarding healthier options by bettering its current RSS offer.
Following its initial launch in May, the new RSS range will be part of a fully integrated communications campaign due to take place in August. Focusing on mums, the campaign aims to position the new range as a tasty and nutritious tea time solution as kids go back to school. The campaign will include broadcast media, in store marketing support, price promotions and Facebook activity. The main drive for in-store messaging and product labelling is to drive awareness of the 50% less sugars claim as this has been found to be a compelling message through consumer research. The new RSS product will directly replace the current RSS range in: 415g singles cans, 4 packs, Snap Pots and 200g cans.
Rachael Barnes, Brand Manager at Heinz Beanz said: “It was really important for us as a company to respond to the growing concerns around health and nutritional values within products. Mums in particular are growing increasingly concerned with what they offer their children and our new Heinz RSS Beanz range will offer them the reassurance that what they are providing their families has improved nutritional benefits.
“By using the natural sweetener stevia, we are able to reduce the sugar content whilst still delivering a tasty product. This ensures there will still be clean plates at meal times whilst reassuring mums that what they are offering their children has reduced sugar content. This is why we have chosen to communicate our 50% Less Sugar claim on on-pack and in store marketing to highlight to mums the improved reduced sugar and salt option now available to them from Heinz.”
