Heinz is hoping baked beans fans will be adventurous enough to try a mix of five different beans in its classic tomato sauce.

Rolling out to stores from the middle of this month, Heinz Five Beanz (rsp: 84p/415g can) contains haricot, kidney, pinto, cannellini and borlotti beans and features a black label.

Heinz said the product, which it described as naturally low in fat and high in fibre and protein, was designed to encourage new usage for Heinz Beanz and the category.

“Five Beanz strikes a balance of being adventurous without compromising on quality or familiarity,” said Heinz marketing controller Katie Bleach, adding that the launch is being supported with £2m of ads and in-store activity.

Sales of the overall Heinz Beanz range have grown 7.5% by value to £211.3m and 1.5% by volume year-on-year [SymphonyIRI 52w/e 14 May 2012], with sales of regular canned beans up 3.9% by value and down 2.1% by volume.

Heinz is expanding the Squeeze & Stir soup range it launched last July with two new flavours and its first multipack.

The new Chicken & Vegetable and Mushroom & Parsley varieties, which roll out in August, are sold as a tube of purée (rsp: 59p) that is mixed with boiling water.

Heinz will this month be rolling out multipacks of three sachets of its Cream of Tomato Squeeze & Stir soup (rsp: £1.59).

Heinz claimed a 13% hike in the value of the instant soup sector to £96.7m [Nielsen 52w/e 12 May] was being driven mainly by Squeeze & Stir.

Topics