Heinz Baked Beans's Slogans & Taglines

Heinz Baked Beans is an American shelf-stable food brand introduced in 1886 by H.J. Heinz in Pittsburgh, Pennsylvania, and brought to the United Kingdom in 1901 through London’s Fortnum & Mason. British manufacturing began at the Harlesden factory in 1928, followed by the Kitt Green facility in Wigan in 1959—now Europe’s largest food processing plant. During World War II, the Ministry of Food classified the product as an "essential food" under rationing, cementing its status as a national staple. The classic recipe combines haricot beans with a signature tomato sauce, pressure-cooked inside the can to achieve its iconic thick consistency. Today the portfolio spans original, reduced-sugar, reduced-salt, organic, and flavoured variants, manufactured by The Kraft Heinz Company.

Brand messaging has evolved from the 1920s aspirational campaign Joy of Living, which emphasised nourishment and value, to the 1967 advertising breakthrough Beanz Meanz Heinz—created by Maurice Drake in a London pub and later voted the United Kingdom’s greatest slogan of all time. In 2004, the product was officially renamed Heinz Beanz, reflecting the slogan’s cultural dominance, while the 2009 campaign It Has To Be Heinz reinforced its position as the definitive baked bean brand.