Fresh Marketing has launched a four-strong range of pre-cooked, ready-to-eat beans packed in vibrant microwaveable pouches.
Taking inspiration from around the world, Iam Super Beans is available in four healthy, on-trend flavours: Texan-style pulled pork and barbecue beans, Indian-style curry beans, Mexican-style beef fajita beans, and British-style original baked beans. Each of the packs contains different beans – for example, the Indian-style tikka curry pack contains a blend of chickpeas, borlotti beans and red beans in a spicy Tikka-style sauce with coconut milk.
Each variant is high in protein and fibre, and is ready to eat, but can be heated in the microwave in 90 seconds.
A 125g portion provides on the five recommended daily portions of fruit and vegetables, and is also low in fat and sugar.
Fresh Marketing, which previously developed microwaveable grains as part of the Iam Super Foods brand, hopes that the four new products will help “to put the traditional tinned bean to the back of the shelf”, following volume decline in the UK’s baked bean market of 21% in the past five years – from 862 million units to 678 million.
Iam Super Foods co-founder Barney Mauleverer said: “Baked beans have long been the Brits’ ultimate convenience accompaniment to breakfast, lunch or supper. Why is it that the tinned options have been so slow to move with the times in providing easy cooking, lightweight grab-and-go packaging and interesting international flavours on such a staple UK product? The tin can is long overdue an overhaul.
“We’ve blended a variety of beans with strong international flavours that are bang on taste and trend. Beans are such a valuable food that are naturally high in both protein and fibre and with these exciting flavours, we’ve created recipes that are also low in fat and sugar. The Iam Super Foods team is mad about protein, and beans are a perfect addition to the Iam Super Grains and Iam Souper line-up.”
Asda will list Iam Super Beans nationally across their main estate stores this week at £1.99 for a 250g microwavable pouch. Other retailers are expected to follow.
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