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Heinz Baked Beans to be Renamed Heinz Beanz

Heinz: Baked Beanz Needed a "Makeover"

Are Heinz Baked Beanz too much of a mouthful?

Citing difficult pronunciation, Heinz will be dropping the word "baked" from the Heinz Baked Beanz label and changing the official title to Heinz Beanz, the Telegraph reports. Four years ago, Heinz changed the "s" of beans to "z" to modernize the brand. Now the company explained why the popular British shelf item, which will retain its distinctive teal tin, is ready for another name change:

Heinz Beanz have been powering the nation for over a hundred years, and to say thank you to our loyal fans, we have given this iconic product a 21st century makeover.

Do you think Heinz made a wise choice in ditching the word baked? How will it impact their brand, positively or negatively? In general, what are your thoughts on food companies rebranding classic items to be more modern?


Join The Conversation
mominator mominator 9 years
It doesn't matter to me because I only eat Bush's Baked Beans.
cmill38 cmill38 9 years
i think the words baked beans say something different than just beans.
gigill gigill 9 years
I can understand why they just want to make it "Heinz Beanz" from a marketing perspective, but the fact that they felt the need to drop the "baked" because of its "too difficult to pronounce" is just ludicrous!
dameneko dameneko 9 years
heinz beanz...poppin' caps out yo' a$$. LOL! don't mess with that flatulence! one of the WORST misappropriations of street jargon i have ever seen was one of mcdonald's early dollar menu campaigns...i remember seeing billboards that said "I'd hit it!" anyone remember these? what's next, "heinz beanz, i'd tap that!"?
L0neLyHeArT L0neLyHeArT 9 years
I don't like to call it Heinz beans.
fuzzles fuzzles 9 years
Thug beans...they'll shoot a cap outta your ass! ;)
Jude-C Jude-C 9 years
"what is this thug beans?" Hahahaaa--exactly!
justanerd1975 justanerd1975 9 years
dumb idea! I like things staying the same and being classics, and I think everyone can appriciate that as well :) And what is with the Z? That's not even proper spelling, what is this thug beans?? LOL ;)
godeats godeats 9 years
Heinz Beans are different than what we Americans typically call baked beans. Their ketchup-y version is very popular in Britain, and I've always thought it would be more popular here if people didn't expect them to be more like what we know as "Boston Baked Beans" which have a more complex flavor. I love both styles for different reasons and in different applications. Heinz' Beanz will be just as good on toast (Brit-style) as they are now, regardless of what they call them, but separating themselves brandwise from the other baked beans is a good move, I think.
hippiecowgirl hippiecowgirl 9 years
Why does it matter what you call it? If they're good, people will buy them.
shoneyjoe shoneyjoe 9 years
The change wasn't just to modernise (sic.) the brand but also to reflect the longstanding advert slogan "Heinz Meanz Beanz". And really, if Heinz really does mean beanz, then why on earth *should* they continue with the word "baked"? It's not as if, when you go up to a barman and order beans on toast, they have to ask you how you'd like those beans to be cooked. Beans, in my experience in the UK, means baked beans - just as in the United States, corn means sweetcorn (an etymological discussion for another time, surely). And having grown up in a country that adopted the '-ize' ending for words like the aforementioned modernise, I have a hard time chastising the inexorable adaptation of language to modern times, even if it is an advertising gimmick. Nobody gets that upset when it's spelled "drive-thru" or "e-z pass." And cyrizzle, we'll always have a way to abbreviate what it is that we want to say. I went to college near a Wawa store and we, in our infinite haste, decided that it was best to pronounce only one of those syllables. Yes indeed, the 'Wa. Why we insisted on placing the apostrophe before the syllable is a further mystery, given that we could just as easily have deleted the second syllable instead. Finally, for those etymological know-it-alls out there who have checked the OED and discovered the preferences of the British educational elite for the '-ize' ending from the Greek present infinitive suffix '-izein': yes, I understand that spelling it "modernize" isn't an exclusively American trait, but it is incorrectly derided as an Americanism by many Commonwealth nations, so let's roll with it.
cyrizzle cyrizzle 9 years
as long as it doesn't end up looking like this: $e$ame $tr33tz. that will be the day that pbs goes down the crapper.
dameneko dameneko 9 years
@cyrizzle, yeah, there would be no slimy the worm without the letter "s" and sesame street would need to redo that hissing snake cartoon, "sssssssssssss, ssssssssss, ssssssnake!" substitute the letter "z" there and the snake would be neither modern nor hip, it would be sleepy: "zzzzzzzzzzzzzzzz, zzzzzz, zzzznaaaaake..." what if sesame street got renamed to "sesame streetz"? brought to you by the letter OH HELL NO?
dameneko dameneko 9 years
@spazzydana, i too was wondering WTH was up with the lauren conrad media blitz today. did she get a new publicist? she doesn't annoy me nearly as much as heidi montag, but damn, there is such a thing as overexposure, you know?
cyrizzle cyrizzle 9 years
dameneko, the letter "s" will always have a home on sesame street.
uptown_girl uptown_girl 9 years
Don't like the "z" and I don't like the dropping of baked. They probably want people to refer to that dish as Heinz beanz, instead of baked beans, to get the brand in everyone's mind. Either way, I'm not a fan of it.
dameneko dameneko 9 years
i'm glad i'm not the letter "s" -- going out of style like baked on bean canz.
spazzydana spazzydana 9 years
i think this will change the company entirely! i mean really! business will boom, theyll be famous!! Come on. they took the word baked out. big deal. i highly doubt this will change anything. i swear, these websites are like the breaking news in atlanta "Bus broke down on way to school. kids were late" is there really nothing to talk about anymore? lauren conrad, beanz.jeez.
alikat07 alikat07 9 years
I think this change is unnecessary and pretty dumb. However, I don't think it will change much in Britain. I mean people eat baked beans daily over there.. and people like me who get addicted to them don't really care what they are called. Its nice they will be lowering the sodium content, though.
LaurenG22 LaurenG22 9 years
bake your own beans...
Jude-C Jude-C 9 years
Very true, cyrizzle :D
cyrizzle cyrizzle 9 years
goodness! are people so lazy that they can't take the time to say one more word?? jude c, don't worry. children have gwen stefani and fergie to teach them how to spell.
fuzzles fuzzles 9 years
The executives themselves must have been "baked" to think that this is a difficult word to pronounce!
Jude-C Jude-C 9 years
This is stupid. How is "baked" difficult to pronounce? And it's really annoying that intentional misspellings of words are seen to "modernize" them. :OY: This is probably a large reason why so many kids can't spell anymore.
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