Beans. Not exactly the sexiest category! Most marketers wouldn’t pick them as the battleground for premium innovation. But that’s exactly what Bold Bean Cº founder Amelia Christie-Miller has done, according to one of my twenty-something daughters. Elodie served their baked beans up for lunch yesterday and I must say they were very yummy!
Since launching in the UK in 2021, the brand has grown strongly. Listings have been secured in Waitrose, Sainsbury’s and Planet Organic and media coverage includes Channel 4’s Sunday Brunch. So, how has Bold Bean Cº managed to break through in what many people would see as a tired, commoditised category?
Let’s break down the seven ingredients of their brand-building recipe…
1. Define a clear brand purpose
The Bold Bean Cº brand purpose is rooted in founder Amelia’s mission to change people’s perception of beans—from bland cupboard filler to restaurant-quality ingredient:
To make the world OBSESSED with beans by giving them the BEST of beans.
2. Create a distinctive “verbal identity”
In common with challenger brands like Innocent and Oatley, Bold Bean Cº has done great job at creating a distinctive “verbal identity”. The tone is refreshingly human, with copy that reads more like a foodie friend than a corporate comms team. For example, here’s how the brand talks about its recipe suggestions:
Welcome to the home of BEAN-INSPIRATION. From silky stews, to zingy salads + one-pot wonders, this is your go-to destination for all the best bean recipes. Whether you’re cooking for one or feeding a crowd, there’s a bold bean recipe with your name on it!
The storytelling style builds emotional connection. And the name says it all: BOLD by name, bold by nature. A good example of “does what it says on the tin” branding.
3. Deliver a superior product
Like most great brands, Bold Bean Cº is built on a genuinely superior product “sausage”. Looking at the brand’s website, I’ve summarised the product truths using 4 S’s:
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Sourcing: Each bean variety is suited to different growing conditions, we source our beans from the best possible climate for each one. Just the right amount of sunshine, rain and soil with good drainage to keep our beans growing healthy, happy and strong.
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Selection: we choose the best beans from each harvest, specially selected for quality and FLAVOUR. Cooked with just fresh water and sea salt to preserve their natural delicious beany flavour, without any sulphites or additives.
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Slow cooked: bog standard supermarket beans are heated up quickly, to a SUPER high temp, losing the banging beany flavour along the way. We cook ours low and slow + pour the brothy beans into glass jars.
- Seasoning: we season our beans throughout the cooking process like proper chefs do! Their natural flavour is then enhanced in a way you simply CAN’T replicate after.
4. Break the mould with distinctive packaging
In a sea of cans, Bold Bean Cº stands tall in sleek, transparent glass jars. The distinctive packaging boosts mental availability and signals quality before a single spoonful is tasted:
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It looks good on your kitchen shelf and on Instagram
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It builds trust—you can see the beans are beautiful and plump
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It’s sustainable, reusable and refillable—bang on trend with eco-conscious foodies
5. Drive new occasions
The brand focuses on the foodie consumer, not the family bulk buyer. And they inspire these consumers to experiment with new usage occasion. Rather than being relegated to the side of the plate, consumer are encouraged to make them the main event.
6. Stretch strategically
Bold Bean Co started by launching and building Queen Butter Beans and Queen Chickpeas. After building this solid foundation, the brand then stretched strategically with the introduction of baked beans. The brand has brought added value to the category, with bigger, firmer beans and richer, bolder sauces. “We’re not here to boujee up something that’s already working (hey Heinz 👋),” says the brand (1). “We want to bring a new + exciting product to the convenience comfort food category. It’s all about innovation, bold flavours and a fresh take on a classic.”
7. Support a price premium
Perhaps the most impressive part of the Bold Bean Cº brand recipe is the price positioning. I checked this out with Elodie during our lunch and the results were eye popping!
The Bold Bean Cº price premium versus brand leader Heinz isn’t 10%. It’s not 100%. It’s actually 300%! The combination of distinctive packaging, product and positioning supports this price premium. This creates cash margin for the brand to invest in marketing. It also creates a superior level of cash margin for retailers.
In conclusion, Bold Bean Cº is a great example of how to add value in a category, using a compelling brand idea, outstanding product and distinctive marketing to support a price premium.
Sources
(1) Bold Bean Cº
