Kraft Heinz is introducing Heinz No Added Sugar Beanz to address increased consumer demand for reduced and no sugar alternatives.

With 34% of households reducing sugar on a regular basis and of those 92% trying to actively reduce the amount of sugar in the foods they buy (Kantar, State of the Nation, June 2016), Heinz No Added Sugar Beanz offers families an alternative choice, whilst delivering the Heinz taste that consumers know and love.

Available from February, the new range includes: Heinz Beanz No Added Sugar four pack 415gm (RRP £2.69), six pack 415gm (RRP£3.85), Snap Pot four pack 200gm (RRP £2.49), 200g (RRP £0.65) and 415gm (RRP £0.75).

Currently worth £28m (Nielsen Scantrack and Homescan w/e 18.09.2016), the reduced sugar beans category is in 18% growth year on year (Latest 12 weeks, Nielsen, Scantrack, 03.12.16), with the Heinz Beanz reduced sugar range making up 72% (Nielsen Scantrack and Homescan w/e 18.09.2016) value share of the total category. With the current Heinz 50% Less Sugar Beanz already performing well within the market and growing 27% year on year (Latest 12 weeks, Nielsen, Scantrack, 03.12.16), the launch highlights Kraft Heinz commitment to meeting consumer demands around nutrition and wellbeing. Having achieved blind parity in consumer taste testing (MMR Pairwise Consumer tasting, Sept 2016), the new No Added Sugar recipe is to replace Heinz 50% Less Sugar Beanz, and includes no artificial sweeteners.

Kraft Heinz is fully supporting the launch from 1st March with a digital-lead marketing campaign, targeted at young mums and older couples, as well as social and in-store. Refreshed packaging will also be rolled out across 415g cans and 4 x 200g snap pots.