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Branston targets young bean eaters with new pack

LONDON - Branston Baked Beans is attempting to draw in the under-30s with its new look packaging.

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The new label, created by London design agency Saffron, is predominantly silver, with just a few baked beans at the top of the package.

It has been launched in response to a decline in baked bean consumption among the 18- to 30-year-old market, traditionally the biggest bean eaters.

Sheraz Dar, head of marketing at Branston, said: "Looking at the design of baked bean cans in the market, you'd be forgiven for thinking that beans are the preserve of old farts.

"Beans have never been cool and our redesign isn't intended to remedy that but it is designed to make them more contemporary and relevant to today's generation of under 30s."

Tinned food sales in general have been down, with analysts suggesting that the sector has been hit as consumers turn to healthier foods.

However, Branston has bucked the trend with the launch of "Branstein" Baked Beans, which have Omega-3 added. The success of the launch was credited with helping the baked bean sector to grow by 7% last year.

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