New 'supersized' beans go on saleBranston takes on market leader Heinz

04 April 2007

Branston is launching cans of "supersize" beans which are around 50 per cent bigger than usual.

The food giant describes its limited edition offering as a "genuinely new product" for customers.

It is using otebo beans rather than the Canadian navy variety usually found in canned beans.

Baked bean market

The launch is the latest round in Branston's bid to tackle market leader Heinz for a slice of the UK's multi-million pound baked bean market.

Premier Foods launched its first baked beans under the Branston brand in 2005.

Branston marketing manager Nick Rabin said: 'Traditionally there has been very little innovation in baked beans. There's been nothing you'd call groundbreaking since the basic product was introduced more than 100 years ago.'

The limited edition cans go on sale in some supermarkets from this week priced at around 49p.

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