« It’s better than Heinz » – Shoppers react to new 45p baked beans

A new 45p tin of supermarket baked beans has shoppers talking — loudly. Social feeds, group chats, and office kitchens are buzzing with the same provocation: “It’s better than Heinz.” In a year when pennies matter, a small blue-and-white label is forcing a very British rethink of what comfort actually costs.

A man in paint-smeared joggers stands in the canned aisle, weighing up labels like a jeweller. One sleek red brand he’s known since childhood. One plain, no-frills tin with a cheeky price tag: 45p. He tosses the cheaper one in the basket, almost daring himself to regret it. On the bus home his phone lights up with a friend’s message: “Mate, have you tried those new beans? Game-changer.” He texts back a single spoon emoji. The kind that says, go on then. A tiny experiment begins at the hob. Then a whisper: they’re better.

The 45p tin that lit up the comments

What started as a few posts in local Facebook groups has swelled into a national taste test in living rooms. The claim is bold: these **better than Heinz** beans deliver a surprisingly rich tomato hit, a decent snap to the skin, and that familiar, cosy sweetness without the hangover of syrup. People are comparing spoonfuls like wine buffs. They’re noticing sauce cling. They’re praising bean-to-sauce ratios. Above all, they’re clocking the label: **45p a tin**.

One young couple in Leeds filmed their “blind bake-off”: two bowls, two spoons, no branding in sight. She guessed the branded option based on nostalgia, he picked the budget one on taste alone. Comments piled in: “I thought Heinz would win easily.” “My grandad swears by the cheap ones.” In a small WhatsApp poll of colleagues at a repair shop in Cardiff, six out of ten said they’d switched within a week. That’s not science. It is momentum.

There’s a psychology to beans that goes beyond the pantry. Brands trade on memory — school dinners and Sunday fry-ups — not just flavour. But when prices bounce between £1.10 and £1.80 for a standard tin, taste loyalty gets stress-tested. A cheaper recipe that hits the same sweet-salty notes resets the baseline fast. Some shoppers even report they prefer the lighter sauce, calling it less sticky on toast. In a **cost-of-living squeeze**, a tiny win can feel massive.

Making cheap beans sing

If you’re curious, treat the 45p tin with care. Warm gently in a small pan, low heat, lid off, two or three minutes to wake the tomato and let the starch begin its quiet work. Add a half-teaspoon of butter, a whisper of malt vinegar, and a pinch of black pepper. Stir slow. The sauce thickens just enough to hug toast, not drown it.

Most “meh” moments come from speed. Microwaves are fine for hurry, but they don’t thicken the sauce in the same way. Toast deserves attention too — medium-slice, dried fully, butter to the edges, beans spooned on top rather than poured. Let’s be honest: nobody cooks beans with a stopwatch on a weekday. Still, two extra minutes and a small pat of butter turn budget into comfort.

Here’s what readers and home cooks told us when we asked how they punch above the price tag.

“A dash of Worcestershire and a scrape of English mustard. That’s it. Everyone thinks I’m using posh beans.” — Home cook, Bristol

• Smoked paprika: a quarter-teaspoon warms flavour without heat.
• Malt or apple cider vinegar: three drops to brighten, not sour.
• A splash of strong tea: old café trick, deepens the tomato base.
• Brown sugar or honey: a pinch to balance if the sauce tastes thin.
• Finish with chives or spring onion: small lift, big payoff on toast.

Beyond the aisle

We’ve all had that moment when a cheap swap makes you question every receipt in the kitchen drawer. Beans are a bellwether. If a no-frills tin can square up to a storied brand and hold its own, what else in the weekly shop is up for renegotiation? The 45p tin doesn’t just lower a bill. It chips at the idea that quality only lives in glossy labels. Supermarkets know this, which is why own-brand lines have quietly sharpened their recipes.

Talk to parents juggling lunchboxes or students budgeting in six-day intervals and you hear the same subtext: small changes, saved pounds, same ritual. There’s nostalgia on both sides of the spoon. The family favourite that tastes like Saturday morning telly. The scrappy upstart that tastes like breathing room. *Food isn’t only flavour. It’s a feeling you can actually afford.* If you’ve tried the 45p beans, you already know the conversation that follows at the table.

FAQ :

• Are cheap baked beans as nutritious as branded ones?Most standard baked beans are similar: haricot beans in tomato sauce with sugar and salt. Protein and fibre stay robust across price points. Check the label for sugar and salt if you’re watching those.
• Which supermarket sells the 45p beans everyone’s talking about?Prices and promotions change by region and week. Look at the basic or value ranges first — that’s where the keenest pricing and recipe improvements often sit.
• How do I thicken a runny sauce without changing the taste?Simmer gently with the lid off for 2–3 minutes and stir. A tiny knob of butter helps the sauce cling without turning gloopy.
• Are baked beans in tomato sauce vegan?In the UK, most plain baked beans are suitable for vegans. Flavoured versions can vary. Always check the ingredients list to be safe.
• Can I freeze leftover beans?Yes. Cool completely, portion into airtight containers, and freeze for up to three months. Reheat on the hob from thawed for the best texture.