Supermarket price war: The ‘budget’ baked beans that beat Heinz in blind taste tests

As household budgets strain, shoppers are reaching for “budget” labels that used to be a compromise. In blind taste tests across the country, some of those cut‑price tins are quietly beating a blue‑chip icon – and reshaping what loyalty means on a shelf.

I watched it happen on a wet weekday in a Manchester aisle. A young dad hovered between two near‑identical tins, phone calculator lit, a toddler pointing at the one with the big, famous logo. He went for the cheaper tin, then put it back, then took it again, like a tiny domestic thriller. A week later, three unmarked bowls sat on my kitchen counter, spoon handles glinting under the strip light as steam curled up like a signal. We tasted, we argued, we went back for second mouthfuls. The favourite wasn’t the one anyone expected.

The bean that broke the brand spell

Baked beans aren’t just lunch; they’re a warm memory poured onto toast. For decades, **Heinz** has been the shorthand for that feeling, the winter‑evening hug you can open with a tin opener. Lately, that old reflex is slipping. In multiple blind tastings run by consumer groups, newsrooms and community groups, supermarket own‑labels have nudged ahead on flavour and texture. It’s a small upset with big consequences.

Take a church hall tasting in Leeds that drew retirees, students and a scout leader with a clipboard. Bowls were coded A, B and C. No one knew that B was a 35p “basics” tin and C was the premium brand north of £1.20. When the scores were counted, B edged it on sauce brightness and bean bite. A local paper did a similar test with **Aldi** and **Lidl** tins and found a similar story, while national consumer panels have repeatedly put Branston and several own‑labels above **Heinz** for overall enjoyment. The price gap is no footnote; it’s the headline.

Why is taste tilting? Partly, recipe tinkering. Supermarkets have quietly invested in thicker tomato sauces, a touch more umami and beans that hold shape without turning chalky. Partly, psychology. Without the famous label, people pay closer attention to tang, sweetness and finish. Strip away the branding and our tongues do the voting. And then there’s context: toast choice, butter melt, the heat you serve at. It tastes like childhood, but brighter. When budget beans clear that emotional bar, the spell breaks a little.

How to win your own kitchen taste test (and make cheap beans sing)

Set up three bowls and label the bottoms, not the sides, with A, B and C. Warm each tin gently to the same temperature, stirring to prevent hotspots. Serve equal portions, same spoons, same toast, same butter. Take a sip of water between tastes, jot a quick note on sauce tang, bean texture and aftertaste. Keep it brisk. Curiosity beats ceremony.

Avoid common traps. Don’t let brands peek from the recycling; even a glimpse of that teal‑blue can nudge the mind. Watch the heat, because boiling will split skins and tilt the test. Invite a friend who speaks their mind, then swap seats for a second round. We’ve all had that moment when a cheaper bite tastes better and our brain wants to argue. Let the palate win. It’s just beans, not a Bordeaux vertical.

Let’s be honest: nobody actually does that every day. Use the shortcuts that fit real life, then tune the tin to your taste.

“I buy the 35p tin and give it five seconds of love,” said a south London café cook. “Knob of butter, pinch of smoked paprika, tiny splash of vinegar. People ask if it’s homemade.”

• Quick upgrades: add a knob of butter for gloss, a teaspoon of brown sauce for depth, or a dash of malt vinegar for lift.
• Looking for warmth without heat? Smoked paprika or a pinch of cumin does the trick.
• Reducing sugar? Stir in passata and a scrape of marmite for savoury balance.
• Serving on toast? Thick‑cut sourdough or a sturdy bloomer keeps its crunch longer.
• For kids, a splash of milk softens tang without turning the sauce soupy.

What this price war says about our shopping

When a budget tin beats a legend, it’s not just a quirk of beans. It’s a sign that value and flavour no longer sit on opposite sides of the aisle. Supermarkets know this and are hustling hard, sharpening recipes and undercutting big brands to claim those crucial top‑shelf moments. Shoppers are responding with a small but powerful shift: trying, then trusting, then swapping. One inexpensive win often leads to another. That’s how habits move.

The ripple runs beyond breakfast. If own‑label beans can deliver on comfort and taste, the door opens for supermarket soups, sauces and cereals to take more space in our cupboards. Brand loyalty still matters, and **Heinz** will always carry cultural weight, but taste buds are surprisingly pragmatic when budgets bite. In the end, the label matters less than the moment at the table. And that might be the most modern thing about a very old British staple.

FAQ :

• Which “budget” beans keep winning in blind tastings?Community and consumer tests often praise supermarket own‑labels from **Aldi** and **Lidl**, and value lines from Tesco or Sainsbury’s. Branston also polls well against **Heinz** in many panels.
• Are cheaper beans less healthy?Nutrition varies by tin. Many value beans now carry similar salt and sugar levels to brands, and some offer reduced‑sugar versions. Check the per‑100g panel more than the price sticker.
• How do I make budget beans taste richer?Warm gently, then add a small knob of butter, a dash of malt vinegar, and a pinch of smoked paprika. For extra savoury depth, a scrape of marmite or Worcestershire works wonders.
• Will the big brands change their recipes?Brands tweak recipes over time, especially when shoppers shift. Expect subtle adjustments to sweetness, thickness and umami as the fight for the bowl heats up.
• Should I stock up when I see a deal?If you regularly eat beans and have the space, grabbing multipacks on offer can cut the annual spend. Rotate tins into use and keep an eye on best‑before dates.