We are really delighted to announce the launch of IAM SUPER BEANS, pre-cooked ready to eat beans in vibrantly coloured microwaveable pouches. The innovative brand aims to put the traditional tinned bean to the back of the shelf with its four healthy, on-trend flavours – and open up the category to a new generation of more adventurous consumers.

The Baked Bean market in the UK has been struggling over the past 5 years dropping 21% in volume from 862 million units to 678 million units in 2015 (AC Nielsen ECA 15/4/16), despite being the Brits ultimate convenience accompaniment to breakfast, lunch or supper. It is long due an overhaul in terms of both packaging and product!

Taking inspiration from across the globe, IAM SUPER BEANS comes in four varieties: Texan Style Pulled Pork and BBQ Baked Beans; Indian Style Tikka Curry Baked Beans; Mexican Style Beef Fajita Baked Beans; and British Style Original Baked Beans. For example, the Indian Style Tikka Curry Baked Beans are a blend of Chickpeas, Borlotti & Red beans in a spicy Tikka style sauce with coconut milk –a fantastic option for younger, more adventurous types who are looking for an easy, tasty, healthy meal. All of the varieties are high in protein and fibre and low in fat and sugar.