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Two new iconic brand collaborations been launched this year: Heinz has partnered with Cathedral City to launch its latest innovation, Heinz Cheesy Beanz and Heck Sausages have collaborated with Bisto to launch a gravy just for sausages

Heinz Cheesy Beanz (Heinz baked beans mixed with Cathedral City cheddar) was developed after research by the company revealed that 47% of UK consumers thought that beans and cheese were one of the best food combinations. A survey of 2,000 UK adults, commissioned by Heinz, found that 64% of baked beans fans thought cheese made them tastier [January 2024].

The partnership follows on from previous Kraft Heinz collaborations to expand the Beanz brand. In March 2023, Heinz collaborated with Absolut Vodka to launch a limited-edition tomato vodka pasta sauce, inspired by the viral TikTok recipe for pasta alla vodka.听 eck鈥檚 recent collaboration announcement with Bisto is a natural match made in heaven 鈥 what pairing could be better than sausages and gravy… but more than that, a gravy specially 鈥榙esigned鈥 for sausages. The Heinz example is from the same playlist. People have been putting cheese on their beans for decades, it is a long-established consumer behaviour… so why not provide a convenient all in one version that marries two great brands – Heinz and Cathedral City to deliver it with aplomb. Both examples prompt curiosity and potential for trial. They both create an opportunity to stand out in crowded category. Partnerships are becoming more valuable to modern brands. In part this is a result of the need to work with ever more speed and agility, in part because it gives consumers products that truly meet their needs and are distinctive.听 (We previously commented on the Weetabix and Golden Syrup collaboration.) More evidence that it is brands that drive innovation and growth.听听

Find out more about the Bisto / Heck collaboration:

Find out more about Cathedral City / Heinz collaboration: