Omega-3 fever is about to sweep the baked beans category following the launch of Premier Foods' latest innovation for its Branston brand.

'Branstein' Baked Beans with added Omega-3 is due to hit shelves on 10 June, with listings confirmed in Tesco and Sainsbury's. Morrisons and Waitrose

are set to follow later in the month.

The new Omega-3 infused variant, which will have a slightly higher price tag of 55p per 420g tin, contains 17% of the recommended daily amount of Omega-3 in each 210g serving.

"We expect Branstein Baked Beans to particularly appeal to parents who are keen to get more of the goodness of Omega-3 into their families' diets, but still serve meals that the children will enjoy," said Premier Foods marketing manager Rob Stacey. "Branstein Baked Beans further demonstrates our commitment to innovating the baked beans market."

Premier has earmarked 2007 as a year of innovation for its Branston Baked Beans brand, which was launched in 2005.

The latest addition to the range, which follows the launch in March of a limited- edition tin of larger-than-usual beans, is part of the brand's continued assault on Heinz's dominance of the category.

"This year we've already launched Branston Bloomin' Big Baked Beans and we've got more NPD in the pipeline," said Stacey.

Products enhanced with Omega-3 were developed after studies showed people in the UK typically eat just a third of the Food Standards Agency's recommended allowance of one portion of oily fish a week.

Most UK diets were therefore found to be deficient in Omega-3, which is believed to benefit eye and brain health.

The Branston brand will benefit from a £4m marketing investment this year.

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