I Am Super Foods to take beans to new heights
Posted: 16 September 2016 | | No comments yet
Following on from New Food’s coverage of the I Am Super innovation with an exclusive with co-founder Barney Mauleverer, and with healthy, alternative proteins one of the most exciting new consumer trends, we look at I Am Super Beans…
Following on from New Food’s coverage of the I Am Super innovation with an exclusive with co-founder Barney Mauleverer, and with the emergence of a multitude of healthy, alternative protein products as one of the most exciting new consumer trends, we look at I Am Super Beans.
The Baked Bean market in the UK has been struggling over the past 5 years dropping 21% in volume from 862 million units to 678 million units in 2015 (Nielsen).
Barney Mauleverer, co-founder of I Am Super Foods says, “Baked Beans have long been the Brits’ ultimate convenience accompaniment to breakfast, lunch or supper.
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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.”
“Beans are great,” he says. I Am Super Beans a source of alternative protein also high in fibre. A portion (125g) provides one of your fruit and veg five a day and is also low in fat and sugar. Hot or cold, they’re great added to meat or fish or eaten on the go – in the office, at a festival or on a hike.
I Am Super Beans comes hot on the heels of the launch of I Am Super Grains in July.
With trendy flavours and stand-out packaging, the brand is aimed at younger, more adventurous types who are looking for an easy, tasty, healthy meal.
Taking inspiration from across the globe, I Am Super Beans comes in four varieties:
- Texan Style Pulled Pork and BBQ Baked Beans
- Indian Style Tikka Curry Baked Beans
- Mexican Style Beef Fajita Baked Beans
- British Style Original Baked Beans.
ASDA will list I Am Super Beans nationally across their main estate stores this week at £1.99 for each 250g microwavable pouch. Other retailers are expected to follow.
Barney adds, “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’s naturally high in both protein and fibre and with these exciting flavours, we’ve created recipes that are also low in fat and sugar.”