Bean There Redesign 

The Issue: Wattie's Bean There was launched in June 2006. The range succeeded in attracting younger buyers; however it encountered quite a few problems as well

It lacked taste appeal. Consumers were challenged by the packaging and were unsure how to use these 'exotic' flavours. Volumes were low and the range was in danger of being delisted

The Objective: Redesign Boston & Mexican Bean There to retain current consumers while broadening the appeal of the range by attracting more mainstream users

The Insight: We needed to capture the fun elements that are inherent in an exotic / taste adventure / flavours of the world range yet ensure that we deliver on taste appeal and rejoin the Wattie's family We also had to consider that consumers didn't know how to use these flavoured beans, as most people eat baked beans on toast.

Bean There beans are more versatile in that they can also be used in a recipe. We needed to encourage consumers to eat them on new and interesting foods

Catalyst: Taste Adventure

Solution: Show clear usage ideas on the front of pack and introduce a fresh new-look label

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