01 April 2008

Branston Beans Launches Chick Pea and Soya range

Branston Beans is set to shake-up the baked beans and pulses category with the launch of its innovative new Branston Soya Bean and Chick Pea range.


Branston Beans is set to shake-up the baked beans and pulses category this month with the launch of its innovative new Branston Soya Bean and Chick Pea range.

Responding to the growing emphasis on health and enjoyment as meal motivators, this unique proposition will deliver sustainable category growth by attracting new consumers to the market, whilst offering existing consumers a tasty and convenient format by which to access the health benefits of soya and chick pea.

Sheraz Dar, Head of Marketing for Branston says: "The beans market is currently in value growth (+5.8%) and worth £275m[1].  As a result, the category demands exploration outside of baked beans and new product development tailored to the changing needs of the consumer - namely health and enjoyment.

Branston Beans have addressed this shift by creating a range of products containing the goodness of baked beans and pulses with the familiarity of baked beans.  Both soya beans and chick peas are high in fibre and low in fat with a number of other associated health benefits.  Combine this with the delicious sauces of our new range and you have a healthy and convenient meal option that does not compromise on taste."

The Branston Beans category innovation will be supported by a packaging redesign that extends across the whole Branston Beans and Pasta range.  Following the success of the metallic Bloomin' Big Beans can concept, the whole range will now feature metallic silver or gold foil - silver for beans, gold for pasta, which will optimise standout on the fixture, increase quality perception and drive brand penetration.

Sheraz Dar comments: "The silver route will deliver across the whole range, reflect the quality of Branston's offering, improve its visibility and contemporise the brand, by appealing to the increasing number of younger, more upmarket consumers."

Not to be outdone by exciting developments from Branston Beans, Branston Pickle is also launching a new product - Branston Beetroot Pickle, available from February.  The third biggest segment after Sours & Sweet Pickle, Beetroot is worth £25m and this new offering will help grow the category by increasing usage occasions.   

Available in four sauce flavours - Chick Peas in Masala, Chick Peas in Mediterranean Tomato, Soya Beans in Sweet Chilli, Soya Beans in Mediterranean tomato -  and priced at 0.59p, Branston's new Soya and Chick Pea range is available from 1st May.

1 April 2008

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