Mr Organic is channelling Bold Bean Co with a range of beans in glass jars, set to launch in January.
The four-strong range, which “primarily focused on taste”, includes some of Mr Organic’s most popular canned bean varieties (butter beans, lentils, chickpeas, and cannellini beans) packaged in glass jars (rsp: £2.30/350g).
The beans were “cooked to perfection in Italy” with “the perfect amount of salt to bring out the natural, delicious flavour”, said Mr Organic. They will launch into Ocado in January.
Alongside the NPD, Mr Organic has unveiled a refresh of its branding, which will roll out across its over 120-strong product range in the new year.
Its logo has been updated with a “cleaner, more modern look”, which is hoped to “help the products stand out to shoppers”.
The new labels also feature “plant points… making it easier for people to count and diversify their diets”.
The brand’s pasta sauces, meanwhile, will transition to a “more premium” jar.
“We spent a lot of time and effort figuring out how Mr Organic products can be more attractive to shoppers in-store and online,” said Mr Organic brand manager Stephanie Lee.
“Right now, there is a huge focus on gut health and research shows positive results in the microbiome by consuming 30 plants a week.
“We decided to include plant points on our packaging to help health-conscious consumers calculate their plant points to reach their goal each week.”
It comes after value sales of Mr Organic canned veg products grew by nearly a third (+29.2%) to £3.1m on volumes up 24.5%, as reported in The Grocer’s Top Products Survey 2024 [NIQ 52 w/e 7 September 2024].
Despite tracking gains, Mr Organic was leap-frogged by Bold Bean Co, which more than quadrupled its value sales (+352.6%) to £5.1m on volumes up 350.5%.
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