Heinz’s recent move into freezers makes more sense than its Houmouz

Heinz Beanz Houmouz is unusual for all sorts of reasons. For one, it’s made from white beans rather than chickpeas.

The two-­strong range, unveiled this week, marks Heinz’s debut in fresh dips. That also makes Houmouz unusual: while not Heinz’s first foray into chilled, it’s one of only two currently available.

The other is Beanz Protein Pot, which made just £143k in the 12 months after its 4 January 2021 debut [NielsenIQ]. (At least it’s still in supermarket chillers – unlike the Beanz Slice range. And no, the Fridge Pack doesn’t count: it’s ambient.)

Yet another incongruity for Houmouz is its price, given the cost of living crisis. On Ocado, its only retailer, it’s £2 for 175g, putting it at the costlier end of houmous, alongside smaller suppliers Moorish and Sabra.

Yes, Houmouz is part of Heinz’s aim of luring younger shoppers by making Beanz “the new avocado”. But the brand’s recent move into freezers, with Burgerz, makes more sense given frozen’s value and long-life cred – in line with Heinz’s ambient value heartland.

Still, at least Houmouz doesn’t come in a rich tomato sauce (yet).