Packaging with a metallized appeal bring in more sales
A case study that shows that Branston sold 4% more baked beans with metallized labels
The baked beans market in the United Kingdom
The baked beans market in the United Kingdom is a large and very competitive market.
As baked beans are part of the traditional English breakfast consumption is high.
In 2015 the consumption in th UK marketwas estimated around US$741 million according
to research conducted by research firm Canada. This was 15% of all the canned food
market that reached a total of US$4,789 million sales.
Branston the second largest baked beans producer / supplier in the UK
Branston, currently part of the Princes Food & Drink Group, produce food that they sell
in the United Kingdom. The brand is well known for its household food such as baked
beans, spaghetti Bolognese, macaroni&cheese and ravioli. Branston baked beans was
launched in 2005 and has since then been in a fierce battle for market share with Heinz
and other companies, among them various supermarket private labels. In 2013
Branston was the second largest baked beans producer/supplier in the United Kingdom,
behind marketleader H. J. Heinz who holds a 64% market share.
A more contemporary design that will attract the under 30's generation
With introducing a metallized label, in 2008, Branston attempted to draw in the under-30s
generation. The new label, created by London design agency Saffron, was predominantly silver,
with just a few baked beans at the top of the package. It was 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!
Labels with a high gloss metallized appeal increase market share and sales
Besides the high gloss effect, the quality of the label needed to be very high to mask the rings of the can.
So, in cooperation we created a "no-label-look". After the introduction of the metallized label the sales increased with
4%. In a high-volume segmented FMCG this is a very significant growth, which can be fully allocated to changing from
the white to the metallized label. Together with other marketing activities the metallized label helped Branston to become
the number two in UK’s baked beans market. Furthermore the market share of Heinz decreased from 68% in 2006 to
64% in 2013.
About Amsterdam Metallized Products
Amsterdam Metallized Products offers you a one-stop-shopping concept for shelf appeal enhancing materials that evoke
images of shining silver and glittering gold. Our products that are used as base material for packaging, labels,
publishing and promotions, are applied in the tobacco, wine, brewing and spirits, personal care and cosmetics, and food
industries. We have 60 employees and are based in Amsterdam, the Netherlands, from where we produce the full range
of metallized products and distribute to our worldwide customers portfolio.
Amsterdam metallized Products BV
Paul van Vlissingenstraat 12
1096 BK Amsterdam
The Netherlands
T+31 20 46 20 500
F +31 20 462 05 15
[email protected]
www.metallized.nl