Heinz Beanz is to replace its Reduced Sugar & Salt (RSS) range with a new 50% less sugar product.

The new product, available from May 1, will use the natural sweetener Stevia to provide 30% less sugar than standard beans.

Following its initial launch, the new RSS range will be part of a communications campaign in August. Focusing on mums, the campaign will position the new range as a tasty and nutritious tea-time solution as kids go back to school. The campaign will include broadcast media, in-store marketing support, price promotions and Facebook activity.

The new RSS product will directly replace the current RSS range in 415g singles cans, four- packs, Snap Pots and 200g cans.

Heinz Beanz brand manager Rachael Barnes said: “It was really important for us as a company to respond to the growing concerns around health and nutritional values within products. Mums in particular are growing increasingly concerned with what they offer their children and our new Heinz RSS Beanz range will offer them the reassurance that what they are providing their families has improved nutritional benefits.

“By using the natural sweetener Stevia, we are able to reduce the sugar content while still delivering a tasty product. This ensures there will still be clean plates at meal times whilst reassuring mums that what they are offering their children has reduced sugar content. This is why we have chosen to communicate our 50% Less Sugar claim on on-pack and in store marketing to highlight to mums the improved reduced sugar and salt option now available to them from Heinz.”