April 5, 2013 § Leave a comment
Heinz teamed up with food architects [Who knew that this job exists…] Bompas and Parr to create a multi-sensory bean experience to promote an exclusive collection of canned beans. Not exactly the most exciting product to begin with, but Bompas and Parr came up with a rather unique approach. For each of the five new flavors the food architects designed a different bowl, taking inspiration from the origins of the flavor (Curry, Cheddar Cheese, Barbecue, Garlic & Herbs and Fiery Chili).
The limited edition beans come with it’s own bowl and a special spoon, embedded with an mp3 player that plays a different tune for every flavor. But instead of imitating those crappy birthday card melodies, the music is only heard once you bite on the spoon when the sound travels through the jawbone into your ear. Quite ingenious!!!
Canned beans are usually associated with students on tight budgets, not with a surprising multi-sensorial experience in a box. Heinz managed to introduce a new (albeit rather dull) product in a very unexpected way and created a lot of buzz around it. The product actually seems much more interesting, thanks to the design of the bowls and the musical spoon. I’m curious what the music sounds like. If you know of anybody who bought the limited edition box, let me know.