Kraft Heinz is introducing a new recipe to its Heinz Beanz portfolio to address increased consumer demand for reduced and no sugar alternatives.

Available from February, Heinz No Added Sugar Beanz offers families an alternative choice, while delivering the familiar Heinz taste.

Kraft Heinz is supporting the launch from 1 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, focusing on the new benefits while maintaining the recognisable Heinz Beanz branding.

The new pack design communicates the messaging “with absolutely no artificial sweeteners, colours or flavours” and highlights that Heinz Beanz counts as 1 of your 5 a day.

Umme Ali, assistant brand manager, Heinz Beanz, commented: “With health concerns high on consumers’ minds, we are committed to leading the way in the category and developing products that provide consumers with a no added sugar option. We have dedicated years of expertise to carefully craft the new and delicious Heinz No Added Sugar Beanz, still with 25% less salt, to deliver the much-loved great taste of Heinz.

“With the launch of Heinz No Added Sugar Beanz, Kraft Heinz aims to increase sales in the reduced sugar beans category by +10%, as sugar reduction increasingly becomes front of mind for shoppers.”