Brits urged to cook up new flavours for Heinz Beanz

Heinz is calling on UK consumers to help in the search for new flavours of its Heinz Beanz range, which, as well as the original tomato flavour, currently extends to Peri Peri, Cheesy, Chilli, Jalfrezi, Tikka and Barbecue.

The quest is being led by a new promotional marketing campaign, which asks Heinz Beanz fans across the country to pitch their “dream” flavour combinations of the brand.

All consumers have to do is visit the beanzofyourdreamz website and pick three chosen ingredients to create the flavour.

The top three combinations, selected by a Heinz Beanz panel of judges, will secure a place on supermarket shelves as a limited-edition product.

Director of meals Alessandra de Dreuille said: “Heinz Beanz have been a kitchen staple for nearly 125 years, but we’ve never asked the public to decide what flavour comes next – until now.

“We know that Brits are already getting creative with their Beanz, so it’s a no brainer for us to get them involved in deciding what the next flavours should be.

“Whether it’s a spicy twist, a nostalgic favourite, or something totally unexpected, we’re giving Brits the chance to create the next Beanz classic.”

Heinz, which can trace its roots back to 1869 when it was first launched in Pennsylvania, has never been slow in coming forward when it comes to new product development.

Last year it even tapped into Barbiemania – just weeks after the blockbuster was released on Prime Video, iTunes, Microsoft Store and DVD, Blu-ray and 4K Ultra HD – by joining forces with Mattel to launch a pink vegan mayo named Barbiecue sauce.

Meanwhile, in January, Heinz partnered with Rethinking Material Summit to unveil a global innovation challenge, in the search for new ideas to re-imagine sustainable food packaging.

It is understood the food company will then aim to collaborate with the winner to identify viable solutions that will advance Kraft Heinz’s packaging portfolio.

TOPICS:data-driven marketing Heinz promotional marketing