Jackson Reed
Baked beans are a beloved breakfast food in the UK, but how did they become so popular? Beans are believed to have been farmed in the Americas for millennia, and in the UK and Ireland, they are eaten in tomato sauce for breakfast, lunch, or dinner. The integration of baked beans into the English breakfast is often attributed to a marketing campaign by the Heinz company in 1927, promoting beans on toast as a good addition to the full English breakfast. During World War II, Heinz baked beans were also marketed as an affordable and protein-packed food, and the British Ministry of Food declared them an essential wartime food, exempt from rationing.
| Characteristics | Values |
|---|---|
| Reason for popularity | Cheap and satisfying |
| Nostalgia | |
| Marketed as affordable and protein-rich | |
| Exemption from rationing during World War II | |
| Accessible to all, regardless of class or status | |
| Promoted as a food to stockpile during the Cold War | |
| Heinz's role in popularity | Heinz opened a factory in London in 1927/1928 to meet growing demand |
| Heinz marketed beans on toast as a national dish | |
| Heinz modified the recipe to fit English tastes | |
| Heinz baked beans were considered exotic and novel | |
| Royal family's role in popularity | Princess Diana and the Windsors were reportedly fans of Heinz baked beans for breakfast |
| Queen Elizabeth proclaimed Heinz Baked Beans as part of British cultural identity in 2019 |
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What You'll Learn
Heinz's marketing campaign
In 1886, Heinz, an American company based in Pittsburgh, Pennsylvania, first introduced its baked beans to the UK market. They were initially sold as a luxury item at the high-end department store Fortnum & Mason in London. This positioning as a luxury brand continued until the early 20th century.
Expansion and Increased Accessibility (Early to Mid-20th Century)
By the early 1900s, Heinz beans started to become more accessible to the wider British public. The company opened its first UK factory in Peckham, London, in 1905, followed by additional factories in the subsequent decades. This expansion helped meet the growing demand for their product in the UK.
The Birth of "Beanz Meanz Heinz" (1967)
In 1967, Heinz introduced the now-iconic slogan, "Beanz Meanz Heinz." This catchy phrase resonated with the public and played a significant role in cementing the brand's association with baked beans. The slogan was so popular that it was voted the "Best Advertising Slogan of All Time" in 2012.
Beans on Toast as a National Dish (1927/1972)
According to some sources, in 1927, a Heinz executive devised the idea of marketing baked beans on toast as a national dish, positioning it as suitable for breakfast, lunch, or dinner. This strategy aimed to increase bean sales and create an all-day meal option. However, another source credits a different Heinz executive with this idea in 1972, during a period of high inflation and unemployment in Britain, when inexpensive and filling foods were in high demand.
World War II and Government Endorsement
During World War II, Heinz baked beans gained further traction in the UK. The British Ministry of Food classified them as "essential food" during wartime rationing. The beans were also recommended by the government as a cheap and easy source of protein, solidifying their place in British cuisine.
Royal Endorsement and Cultural Icon Status
Over the years, Heinz baked beans have received royal endorsements, further elevating their status in British culture. Princess Diana and other members of the royal family were reportedly fans of Heinz beans for breakfast. In 2019, Queen Elizabeth proclaimed Heinz Baked Beans as part of British cultural identity, solidifying their iconic status in the UK.
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World War II
Baked beans, a New England regional cuisine, became a common item in many countries and are now a staple item served at barbecues and picnics. They are easily prepared and can be consumed hot or cold, making them handy for outdoor eating. Canned baked beans, which are not baked but cooked through a steam process, are commonly made using navy beans (known as haricot beans in the UK) and originated in Peru. In the early 20th century, canned baked beans gained widespread use in the United Kingdom, where they are commonly served in a full breakfast.
During World War II, Heinz Baked Beans became an important part of the UK's rationing system. The Ministry of Food classified them as "essential food", and they were exempt from rationing. The Harlesden factory in London, which produced Heinz Baked Beans, was bombed twice during the war but continued production.
The integration of baked beans into the English breakfast is attributed to a marketing campaign by the Heinz company in 1927. Heinz executives wanted to sell more baked beans and created the idea of beans on toast, introducing the concept of having beans for breakfast. The company promoted them as the perfect meal for the working class, and they quickly became popular.
The full breakfast, also known as a "fry-up", became popular in Great Britain and Ireland during the Victorian era. It typically includes bacon, sausages, eggs, black pudding, tomatoes, mushrooms, and fried bread or toast. Baked beans are a contemporary but non-traditional inclusion. The full breakfast reached its peak of popularity in Edwardian Britain but declined after World War II due to food shortages. However, new food storage and preparation technologies allowed it to become a staple for the working class in the 1950s.
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Beans on toast
During World War II, Heinz's Harlesden factory in London was twice bombed by the Axis powers, but the company continued to produce its beans throughout the war. Beans were marketed as an affordable and protein-packed food for those supporting the war effort from home. The British Ministry of Food even declared Heinz Baked Beans to be "essential food" during wartime rationing.
After the war, Queen Elizabeth issued a Royal Warrant to Heinz, and the company's baked beans were soon considered part of British cultural identity. Fortnum & Mason, a luxury department store popular with the royal family, began selling baked beans as a fancy, upmarket item in 1886. Once prices dropped, beans became a staple of the full English breakfast, and a traditional breakfast food in the UK and Ireland.
Today, beans on toast remains a popular and nostalgic dish in the UK, with 4.8 kg and 5.6 kg of baked beans consumed per person in the UK and Ireland respectively each year.
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British taste preferences
Baked beans are a beloved staple in the UK, with the average person consuming 4.8kg of baked beans per year. The UK and Ireland are two of the only places in the world that eat baked haricot (navy) beans in tomato sauce for breakfast, lunch, or dinner. But how did they become such a staple of British taste preferences?
The history of baked beans in the UK can be traced back to the H.J.Heinz company, which began canning and exporting pork and beans from America in the late 19th century. By 1886, Fortnum and Mason, a luxury department store popular with the royal family, was selling Heinz baked beans as a fancy, upmarket item for the equivalent of £170 ($209) in today's money. In 1927, Heinz opened a factory in London to meet growing British demand and avoid import taxes. It was then that a Heinz executive, aiming to sell more tins of beans, created the concept of "beans on toast," introducing the idea of having beans for breakfast. During World War II, Heinz baked beans were marketed as an affordable and protein-rich food, and the British Ministry of Food declared them an essential wartime food, exempt from rationing.
The taste preferences of the British public were also influenced by the royal family's affinity for Heinz baked beans. Princess Diana and many members of the royal family were reportedly fans of beans for breakfast, and Queen Elizabeth proclaimed the Heinz Baked Bean as part of British cultural identity in 2019. Luxe grocers like Fortnum & Mason have also played a role in elevating the status of baked beans, offering gourmet varieties and limited-edition labels to commemorate royal jubilees.
The versatility of baked beans has also contributed to their popularity in the UK. They are a cheap and satisfying meal that can be dressed up or down, appealing to a wide range of tastes and budgets. Beans on toast is a beloved classic, but some gourmands prefer their beans with ham and herbs, elevating the dish to a more luxurious level.
In conclusion, the British taste for baked beans can be attributed to a combination of clever marketing by Heinz, royal influence, the accessibility and versatility of the product, and the unique cultural context of the UK. Baked beans have become a timeless classic in the UK, loved by people from all walks of life.
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Royal endorsement
The British are known for their traditional breakfasts, which often include a variety of dishes such as bacon, eggs, tomatoes, mushrooms, and, of course, beans. While the origins of the full English breakfast can be traced back to the medieval period, the inclusion of beans as a breakfast food in the UK has an interesting history that involves a royal endorsement.
During the early 19th century, the British military was a prominent force around the world, and their dietary needs were a priority. At that time, canned foods were a relatively new invention, and they offered a convenient and durable solution for feeding troops stationed in remote locations. Among the first canned foods adopted by the military was canned beans, which were nutritious, non-perishable, and easy to transport and store.
One notable advocate for canned foods in the military was Prince Albert, the consort of Queen Victoria. He recognized the benefits of canned provisions for the armed forces and promoted their use. This royal endorsement carried significant weight and helped to shape the perception of canned foods, including beans, as a practical and valuable part of military rations.
The influence of the royal family extended beyond military provisions. As Queen Victoria and her family enjoyed beans, they became a regular feature at royal breakfast tables. This further enhanced the reputation of beans as a breakfast food and contributed to their growing popularity among the British public. The royal family's culinary preferences often set trends and influenced the eating habits of the nation.
Over time, beans became an integral part of the traditional British breakfast, not only for the military but also for the general population. Their convenience, nutritional value, and versatility made them a popular choice. Today, beans remain a staple in breakfasts across the UK, and their presence can be partly attributed to the royal endorsement they received during the 19th century. This unique blend of military practicality and royal influence has left a lasting impact on Britain's culinary culture.
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Frequently asked questions
Beans became popular in the UK in the 1920s when Heinz stopped exporting baked beans to the UK and opened production factories in England. A Heinz executive came up with the idea of putting beans on toast, and the Brits loved it. During World War II, the British Ministry of Food declared beans an essential wartime food, and they were exempt from rationing.
Yes, Fortnum and Mason, a luxury department store popular with the royal family, was selling baked beans as a fancy, upmarket item as early as 1886. The late Queen Elizabeth made beans a part of British cultural identity in 2019, and Princess Diana and many other members of the royal family were also reported to be fans of beans for breakfast.
Beans on toast became popular in the UK because it was an affordable and protein-packed dish during World War II. Even after the war, beans on toast remained popular due to its low cost and satisfying taste.
