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16 July 2004

Now Beanz really does Meanz Heinz!

Heinz is launching a new generation of Baked Bean adverts next week – the biggest new Heinz Baked Beans TV ad campaign for 10 years. The £5 million marketing drive celebrates the nutritional importance of the humble baked bean – who in the new ads takes on a starring role as an energy-packed Superbean personality ... with very modern issues.

There has also been a change to the secret Heinz Baked Bean recipe, which is to be celebrated with a change to the famous design of their cans of baked beans for the first time in the company’s 135-year history. The new tins, featured in the new TV ad, will change the ‘s’ in ‘Beans’ to a ‘z’, to bear the label ‘Heinz Baked Beanz’. The healthier new beans now have 15% less added salt – meaning the salt content of a can of Heinz Baked Beans has been reduced by almost a third in the last seven years.

The firm has borrowed the new spelling from its legendary, award-winning slogan from the 1960s – Beanz Meanz Heinz – for the historic switch.

Heinz Baked Beans Marketing Manager Ben Pearman said: “The humorous new ads present a Heinz Baked Bean who is worried about his humble status, who then comes to realise he is actually a great provider of many essential vitamins and minerals, including Fibre, Iron and Folic Acid”

“Heinz Baked Beans are a British institution and are ingrained in the nation’s everyday eating habits, yet most people are not aware of how nutritious they actually are. With more consumers than Coke and greater loyalty than Kellogg’s, it’s important to ensure that baked beans continue to be seen as a contemporary food – which can provide health benefits for all the family”

The story of Heinz Baked Beans in advertising

The new Heinz Baked Bean labels will trigger instant memories among generations of bean-eaters of Heinz’s 1960s TV commercials.

It was dreamed up in a London pub by ad-man Maurice Drake in 1967, who recalled: “Research came in saying 1,750,000 housewives bought Heinz baked beans every day.

“We wanted to use that information and were searching for something to grab people. It had to be simple, but we were hitting a brick wall, so I took my team to the pub.

“I was just scribbling on my pad when it dawned on me that you could end 'beans' with a 'z', just as Heinz did. Then it just came to me - 'Beanz Meanz Heinz'.”

The slogan was married to a melody - loosely based on the nursery rhyme Boys And Girls Come Out To Play – to create the unforgettable jingle:

‘A million housewives every day/Pick up a can of beans and say/Beanz Meanz Heinz’.

In 2000, Drake’s catchphrase was unanimously voted best advertising slogan of all time by an expert panel from the UK’s advertising industry, the Advertising Slogan Hall Of Fame.

It became so synonymous with Heinz that the company took the then unheard-of step of running an advert which didn’t even mention the brand name - it simply showed a plate of baked beans with the announcement: 'You know what Beanz Meanz'.

The baked bean has come a long way since Henry J Heinz proudly planted his first vegetable allotment in the garden of his home in a tiny village outside Pittsburgh in the US in 1854 at the tender age of 10.

Here are some potted facts about Britain’s favourite food:

• Only FOUR people in the world ever know the recipe of the beans’ tomato sauce at any one time

• Baked Beans were originally considered a luxury and served at society functions – they first went on sale in the UK in 1901 but were only available at Fortnum & Mason’s priced 9d (£1.50 at today’s prices)

• Up until the Second World War, cans of Heinz Baked Beans were produced with a piece of pork – this was removed from the cans due to rationing and never made it back in again

• A 100g serving of Heinz Baked Beans contains only 0.2g of fat and is cholesterol free

• Britons are the Baked Bean eating champions of the world – we consume 16 cans per person per year (the second highest per capita consumer in the world is Sweden)

• 500,000 cans of Heinz Baked Beans are consumed in the UK every day – that’s more than 182 million cans a year

• Heinz UK salesmen used to carry a hot flask full of baked beans to provide samples for their customers

• The baked bean is actually a type of haricot bean known as the navy bean – most commonly found in the US and Canada

• The Heinz plant at Wigan uses 1,000 tonnes of navy beans a week

• Heinz export Baked Beans to 60 countries - most recently to Russia and China

• Heinz Baked Beans are a great source of complex carbohydrates and fibre – a 207g can provides 42% of the RDA for fibre

• A serving of Baked Beans also contains essential vitamins such as niacin, B1, B2, B6 and minerals such as phosphorus, calcium and zinc


Notes to Editors:

The sodium content of Heinz Baked Beans sold in the UK is now 0.34g sodium per 100g product, equivalent to 1.8g salt per serving. This figure falls within the target average sodium criteria of 0.35mg per 100g proposed by the Food Standards Agency

• Please refer to the chart below for the exact nutritional breakdown of Heinz Baked Beans

• Heinz Baked beans - Ingredients
Beans (49%), Tomatoes (27%), Water, Sugar, Glucose-Fructose Syrup, Modified
Cornflower, Salt, Spirit Vinegar, Spice extracts, Herb extract

Typical Values Per 100g Per Serving (207g)
(of which sugars) 12.9g
(4.8g) 26.8g
(of which saturates) 0.2g
(Trace) 0.4g
Fibre 3.7g 7.6g (42% RDA)
Folic acid 33 68ug(34%RDA)
Magnesium 30 60mg (20%RDA)
Iron 1.35 2.8mg (20% RDA)
Phosphorus 98 205mg (26%RDA)

• To promote healthy eating and to combat the rise in obesity in the UK, Heinz has launched a crusade to change the taste of the nation by radically cutting salt, fat and sugar from all its products and offer customers more choice.

• For more information contact the Heinz Baked Beans Press Office on 020 7853 2262

This press release was distributed by ResponseSource Press Release Wire on behalf of Porter Novelli Ltd in the following categories: Health, Women's Interest & Beauty, Food & Drink, Media & Marketing, for more information visit