Heinz cans beans for beanz

LONDON (Reuters) - Food giant Heinz is to fork out five million pounds to change its cans of baked beans into beanz.


The beans will be rebranded to Heinz Baked Beanz in homage to the company's 1960s advertising slogan "Beanz Meanz Heinz".


"Heinz Baked Beans are a British institution and are ingrained in the nation's everyday eating habits," Ben Pearman, marketing manager at Heinz, said in a statement.


"It is important to ensure that baked beans continue to be seen as contemporary food...," he said of the rebranding, the first time the famous design of the cans has changed in the brand's 76-year history.


Heinz is also going to reduce the salt content of its baked beans by 15 percent in response to government concern about salt levels in food, the statement said.


The rebranding coincides with a new generation of advertisements to be launched next week.


The "Beanz Meanz Heinz" slogan, created in Britain in 1967, was voted the best advertising slogan of all time by the UK advertising industry in 2000.