±±¾©Èü³µpk10

Heinz means Beanz will appear first in Somerfield stores, supported by a heavyweight ad campaign including TV and sampling activity.

Traditionally, Heinz has not made significant changes to its iconic baked bean brand, but it has launched brand extensions including a baked bean pizza in the past.

The move is part of its ongoing strategy of revitalising the image of baked beans. Last year's £5m advertising campaign - the brand's first summer activity in a decade - introduced the 'superbean' character to encourage consumers to reappraise the product's nutritional benefits and broaden the eating occasions for baked beans.

Heinz claimed that the campaign resulted in a 17% rise in sales to an all-time high, with 1.87m tins of baked beans sold in the month after the relaunch.