Merchant Gourmet has launched a new line of ‘elevated’ baked beans, aiming to bring a more premium flavour experience to consumers at an accessible price point.

The new line includes three flavour varieties: Gourmet Baked Beans in a Rich Italian Sauce, Barbecue Baked Beans in a Smoky Tomato Sauce, and Masala Baked Beans in a Spiced Tomato Sauce.

It aims to create a trade-up opportunity as more consumers seek out ‘gourmet baked beans’ that are positioned as higher-quality, better-for-you alternatives to the classic UK-favourite product.

Consumer research from Vypr showed that 31% of shoppers seek baked beans with less sugar, while 15% are looking for easier-to-prepare options.

Responding to this, Merchant Gourmet’s baked beans are available in microwaveable pouch format like other products in the brand’s range, and are promoted as a lower-sugar alternative to many traditional baked bean products.

Richard Peake, managing director at Merchant Gourmet, said: “Baked beans are a true staple for many households, but shopper demands are evolving and the category must adapt to meet those demands”.

“We saw an opportunity to bring something into the category that offers gourmet flavour, delivers on health, and is still affordable and accessible.”

Merchant Gourmet joins other UK brands such as Bold Bean Co, which also launched a ‘gourmet’ baked beans line in 2024, in efforts to increase UK consumers’ consumption of beans and pulses. It has joined The Food Foundation’s Beans campaign, aiming to help double global bean consumption by 2028, and has committed to doubling the volume sales of all Merchant Gourmet bean products as part of this.

Following the launch of its Jumbo Chickpeas in 2024, Merchant Gourmet has also expanded its Ingredient Beans range with the introduction of Giant Butter Beans. They are ready to eat straight from the pouch, cooked with Italian extra virgin olive oil and sea salt. According to the brand, they offer a naturally creamy texture alongside a source of protein and fibre, with no need to drain.

The Gourmet and Barbecue Beans are launching in Asda stores, with all three products in the range available in wholesale now. Giant Butter Beans will be available from Ocado from mid-March.

Top image: © Merchant Gourmet