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Branston embarks on baked beans blind test in battle of brands

LONDON - The battle of the beans is under way as Crosse & Blackwell's Branston brand launches its own variety of baked beans with a nationwide blind-taste test promotion and ad campaign.

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The test challenges the beans made famous by Heinz and forms part of a large-scale sampling campaign, created by The Big Kick, targeting around 750,000 consumers.

The campaign also comprises print and radio ads, created by Delaney Lund Knox Warren, with PR developed by Citigate and Phipps.

The nationwide "taste test pits" are hitting supermarkets around the country as consumers try out the new brand for themselves and decide which one they love the best.

So far, the new beans have totted up a 75% preference among consumers, according to Crosse & Blackwell. The manufacturer claims the beans are "richer, thicker and tastier" than its leading competitor.

Press ads running in the Daily Mirror ask readers to join in "The Great British Bean Poll" with the question "What is Britain's best baked bean? You taste. You decide."
Consumers are offered the chance of winning £10,000 by voting on, where every vote cast will be entered into a draw.

The Sun is running a campaign offering 1,000 readers a year's supply of Branston Baked Beans by answering a question. The competition is open until November 6 and will involves 1,000 readers scooping 104 tins each, which works out at two tins a week or a year.

A four-page promotion features members of the public trying out the beans and giving their verdict on the taste along with "10 tasty facts" about baked beans and research from "the great bean survey".

Martin Hall, head of Branston Baked Beans, said: "We're confident that when people taste Branston against their normal brand they simply won't believe the difference.

"We're putting our money where our mouth is and inviting bean lovers to taste Branston Baked Beans against their usual brand and vote for their favourite."

The results of the tests will be published in a few weeks time. Branston Spaghetti and Branston Spaghetti Loops have also launched this week.

"They taste great and we've managed to do it without adding any salt. Salt is a big issue in canned pasta because it's such a kids' favourite," Hall added.

Elsewhere in the world of baked beans, a Cambridge University scientist has developed a low-flatulance variety for the more embarrased baked bean eaters.

Dr Colin Leakey, an agricultural consultant and fellow of King's College, discovered a yellow bean called Mantecca in Chile, which is meant to produce less gas when eaten.

Dr Leakey has grown 10 tonnes of the new variety, which is expected to be on sale from next spring in frozen packs.

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