Available in 170g packs, the new slice pairs the iconic baked beans brand with cheese to create ‘the ultimate combination of comfort foods’. The launch also marks the first collaboration in the limited-edition range.
For consumers less fond of cheese, a second 136g slice packed with Beanz alone will be launched into value retailers from June.
The launch is supported by an ongoing social media campaign searching for discerning ‘super fans’ to test the brand-new slice and other new Ginsters innovations throughout the year.
‘National treasure’
Sarah Babb, Ginsters marketing director, said: “Heinz Beanz are a national treasure. Combining them with cheese and wrapping them in our perfect puff pastry is sure to delight shoppers all over the country and drive category growth.
“This classic much-loved combination, now available with a twist, is set to make lunches more exciting, tasty and convenient.”
Ginsters’ Limited Edition Slices range has brought 425k new shoppers into the brand, delivering £233k incremental spend since their launch in 2022.
New delivery methods
Kraft Heinz UK meals marketing and commercial director Alessandra de Dreuille added: “At Heinz, we’re always looking for new ways to bring our iconic Beanz to fans across the UK, and what better way than wrapped in Ginsters’ golden, flaky pastry?
“This collaboration is a perfect blend of two great products coming together to create a slice that’s as comforting as it is delicious. We know consumers are looking for tasty, convenient options and the Heinz Beanz & Cheese Slice is sure to become an instant classic.”
The new slice will be available from 28th March at Morrisons and then from 7th April in Tesco, Asda and Sainsbury’s with an RRSP of £1.95.
Meanwhile, what are the key trends driving innovation and NPD across the bakery category in 2025? Food Manufacture asks several of the leading players within the industry about what they are focusing on this year.