Heinz just relabeled all of its vegan beans for January.
To celebrate Veganuary—the month-long campaign that encourages people to ditch animal products for January—the American food processing company has adjusted it’s memorable “Beanz Meanz Heinz” slogan to “Beanz Meanz Vegan.”
The 2020 marketing campaign reaffirms that Heinz beans are vegan—including the no-added-sugar variety that formerly contained honey. Marketing company Havas UK created the campaign with new vegans—who might not know that Heinz Beanz are free of animal ingredients—in mind.
“There’s a general perception that being vegan means you have to spend lots of money on fancy foods,” explained Heinz representative Emily Wright in a statement. “But being vegan isn’t all kale and quinoa. That’s why we want vegans to know that our classic Heinz Beanz can still be enjoyed this Veganuary, whether on a simple piece of toast or a delicious baked potato.”
“Heinz Beanz are an easy and simple solve for Veganuarians so we wanted to keep the language just as simple. It looks so great in that iconic design,” added Mark Whelan, Chief Creative Officer at Havas UK.
Brits are increasingly looking to sustainable and plant-based foods. A record-breaking 250,000 people took part in Veganuary 2019. The number of pledges exceeded those in the previous four years combined. The campaign expects 350,000 sign-ups this year.
Heinz is one of many food giants looking to expand into the growing plant-based foods market. Last year, the company released a limited-edition vegan version of it’s classic Beanz Pizza.
The Kraft Heinz Company recently led a $3.5 million investment in a vegan startup called New Culture. The New Zealand-based biotech company uses fermentation to make realistic cheese without the dairy.
In 2018, Kraft Heinz revealed Springboard Brands, an incubator program designed to grow Organic, local, vegan, and plant-based brands. The platform aims to “springboard” qualifying brands with a $50,000 investment from Kraft Heinz.
“We’re hungry for emerging businesses ready to take on the challenge of changing how and what we eat,” says Springboard Brands.
Heinz’s limited-edition range of tins bearing its new vegan slogan will be available throughout January.