Ginsters has teamed up with Heinz to launch a co-branded Beanz & Cheese Slice.
The limited-edition snack is claimed by Ginsters to contain “the perfect ratio of Beanz, cheese and pastry in every bite”.
It will hit Morrisons on 28 March, before rolling into Tesco, Asda and Sainsbury’s on 7 April (rsp: £1.95/170g). A Beanz-only slice (136g), with no cheese, will then hit value retailers in June.
Since launching in 2022, Ginsters’ limited-edition Slices range had recruited 425k new shoppers into the brand and delivered £233k incremental spend, claimed the brand.
The collaboration with Heinz was therefore set to “generate a huge amount of consumer excitement”, said Ginsters.
Ginsters has already teased the launch on Instagram, posting a graphic of two Heinz Beanz tins driving to Cornwall, in an effort to “to build excitement amongst eagle-eyed fans of both brands”.
The social media push will continue, with Ginsters launching a search for “superfans” to test the new slice, along with other innovations throughout the year.
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“We are so excited to introduce our new limited-edition Heinz Beanz & Cheese Slice,” said Ginsters marketing director Sarah Babb.
“Heinz Beanz are a national treasure! Combining them with cheese and wrapping them in our perfect puff pastry is sure to delight shoppers all over the country and drive category growth.”
Alessandra de Dreuille, Kraft Heinz UK meals marketing & commercial director, added: “At Heinz, we’re always looking for new ways to bring our iconic Beanz to fans across the UK.
“We know consumers are looking for tasty, convenient options and the Heinz Beanz & Cheese Slice is sure to become an instant classic.”
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