HP baked beans are returning to the shelves after about four months' absence with a new recipe and updated packaging.

Later this month, the beans will be reappearing on shelves with an improved recipe and reduced salt levels. They were initially withdrawn from the market following the acquisition by Heinz of the HP brand from Premier Foods earlier this year.

The relaunch follows speculation that Heinz was considering changing the recipe of its flagship Baked Beanz in response to a high profile campaign by Premier Foods for its recently-launched Branston Beans, which claimed a victory over its rival on taste. Heinz has insisted that its market share had been unaffected by the launch of Branston beans, and said that sales had only taken away from own label.

It also said that the improved HP version's flavour was consistent with the original HP product.

"Consumers can continue to enjoy the flavour they know and love, as well as enjoy the health benefits of a recipe that contains less salt," said brand manager Nicky Cummerfield. "This is just the first activity Heinz is undertaking with the newly acquired HP beans brand."

Price-marked packs for the convenience and impulse markets, with four cans selling for £1, and individual cans for 41p, are being introduced as a limited edition offering to encourage trial, but one retailer buyer questioned the positioning of HP as a value brand. "The entry point in the baked beans category is own label or tertiary brands as price fighters. Then there are brands such as Heinz Beanz and Branston and then there are more expensive organic products.

"Where does HP fit into this equation? It is floating in the middle.

"It will change the shape of the category because it is halfway between an entry-point product and a brand leader. It is creating a new tier and whether anyone needs it remains to be seen. It will be quite confusing for the consumer."

The price of baked beans is set to increase next month from 44p to 47p in most retailers, a move that would further complicate the positioning of the HP brand, the buyer added.

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