Heinz used the slogan “Beanz Meanz Heinz.” The deliberately altered spelling made the line visually distinctive and connected baked beans directly with the Heinz brand in British advertising.
The slogan was created by advertising executive Maurice Drake in 1967. It was used to promote Heinz Baked Beans in the United Kingdom, where the product became a familiar part of meals such as beans on toast.
Heinz Baked Beans had already been sold in Britain for decades. The slogan helped turn the product name into a compact rhyme that was easy to remember and repeat. It did not describe every type of Heinz food; its best-known association is specifically with baked beans.
Heinz began as the F. & J. Heinz Company in the United States in 1869. The brand’s famous “57 Varieties” phrase is a separate slogan, so it should not be confused with the bean-focused rhyme.