Microwaveable single-serve pots are Heinz's latest weapon in the ongoing baked beans war. Heinz Snap Pots, which will be introduced across the company's canned Baked Beanz and Hoops pasta ranges next month, form part of a £6m investment to liven up the sectors and increase the level of convenience. They come in packs of four 200g pots (rsp £1.49) which can be snapped apart and put into the microwave individually, taking only one minute to heat. They are targeted at consumers looking for "even quicker ways to prepare a light snack", said commercial director Ben Pearman. "Snap Pots have been developed to cater for consumers who, when cooking for themselves, leave the rest of an unused can in the fridge and that often goes to waste," he added. "The pots will also appeal to people who want to take them to work for their lunch and those who want a quick meal but find opening a can a hassle." Grocery buyers have shown a positive response to the launch and Pearman said they "got the concept immediately". "Snap Pots could be a good line for people on the go, particularly in forecourt stores with microwaves," said Shaun Quinton, trading manager at MBL. "It's a great idea and it will make a good snack or quick meal option," he added. Pearman predicted the Beanz Snap Pots would generate sales of £14m in their first year, with Hoops expected to achieve just under £3m. He admitted that the initiative would cannibalise sales of the cans, but said it would help drive overall consumption and bring in new consumers. Pearman added that the new format did not herald the beginning of the end for the cans, as consumers would continue to use these for bigger meals. The new Snap Pots format will be supported by a £3m marketing push later this year, which is set to include TV advertising designed to "rejuvenate and inject excitement into the baked bean category", according to Pearman.

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