Baked Beanz sales are now at an all-time high, with 1.87m tins being sold in the month following the relaunch, which saw the beans become "Beanz", along with a 15% drop in their salt content to improve the brand's health credentials.
Sales are now 17% higher than any other month since Heinz beans first hit the shelves of Fortnum and Mason in 1901.
Heinz has put the rise down to the "Superbean", a comic character who features in the Leo Burnett-created TV ads and has his own website, .
As well as performing comic feats, Superbean emphasises the healthy benefits of consuming Beanz in the ad campaign, which is Heinz's biggest for 10 years.
Simon Breckon, Heinz Baked Beanz brand manager, said: "The new Superbean ads have been more successful than we ever imagined. The nutritious Superbean has gone down really well with the general public -- people just love him and this has been reflected in our record-breaking sales figures."
The change to "Beanz" saw the product modify its label for the first time in 135 years. It was drawn from the Maurice Drake's 1967 slogan "Beanz Meanz Heinz", unanimously voted the best advertising slogan of all time by an expert panel from the UK's advertising industry.
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