Kraft Heinz gives Beanz first new look in five years

Kraft Heinz has announced a packaging refresh for its baked beans – as part of a move to “unify its brand identity across the ambient category”.

SKUs with a new design are appearing now in stores, marking the first overhaul in five years for Heinz Beanz, which will be the star of a £2.3m spend across TV, digital and in-store.

Heinz has also partnered with charity Magic Breakfast, donating No Added Sugar Beanz to schools to help provide healthier breakfasts to children in need.

Beanz had been “a much-loved family favourite in the UK for years” said Heinz marketing executive Emily Wright. The brand’s refresh retained “all of our key heritage whilst embracing a new visual language”.

This weekend will see the opening of the pop-up Heinz Beanz Muzeum at White Space in Covent Garden. Running from 30 August to 1 September to celebrate Heinz’s 150th anniversary, it will include interactive experiences and personalised cans of baked beans.

“We are aware of how important our heritage is to consumers,” said Wright. “The Heinz Beanz Muzeum is an opportunity for us to share all the diverse and wonderful packs and materials from across our entire history.”