Heinz UK - 'Beans With Balls'

By 2006 Heinz UK had seen growth start to decline in the bean meals category. A new strategy was put in place, with an aggressive innovation pipeline and a design plan to ensure each range would engage with consumers (and trade).

Heinz UK – 'Beans With Balls'

Packaging Branded Food and DrinkCowan London

EXECUTIVE SUMMARY

Situation

By 2006 Heinz UK had seen growth start to decline in the bean meals category. A new strategy was put in place, with an aggressive innovation pipeline and a design plan to ensure each range would engage with consumers (and trade).

The launch of a 'Saucy Bean Meals' range (Beanz with Meatballs and Sausages added) was seen to: – appeal to key target of young men, demographic CDE, by giving them a 'big fill' – generate interest in Heinz Beanz, consolidating the Heinz brand...

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