HJ Heinz is set to begin offering its baked beans in a resealable bottle called the ‘Fridge Pack’ in the UK.The US food giant said on Friday (30 July) that the Fridge Pack had been designed to cater for consumers who may use more than a can or only part of a can when cooking for their families.

The pack, which holds 1kg of beans, will stay fresh in the fridge for five days and features a see-through measure showing how much is left inside.

The new packaging holds the equivalent of two and a half cans and has been designed to fit on a fridge shelf.

“The new ‘Fridge Pack’ format allows bean lovers to enjoy Heinz Beanz as they like and in portions that suit them,” said Paula Jordan, marketing director, for beans, kids and meals for Heinz in the UK.

The launch will be supported by a through-the-line campaign later in the year worth more than GBP3m (US$4.7m), which will include TV ads harnessingthe ‘It Has To Be Heinz’ campaign.

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