Heinz advert banned for the second time after comparing can of baked beans to protein shake

Heinz advert banned

You’ve probably seen the Heinz advert in question – a sweaty man enters the kitchen post run, where his partner is making breakfast. When asked if he’s hungry, he tells his family about his new regime “purpose, progress and protein” saying “diet is key”, before struggling to drink his protein shake – “supercharged with high fibre and minimal fat”.

His partner then reaches for the microwave and says “Right. We’re just having some beans”, which are then described as ‘high in protein, high in fibre and low in fat’.

The comical advert was first banned by the Advertising Standards Authority last year as it was deemed wrong to compare the baked beans to a protein shake. This, slightly amended version of the advert was broadcast in February, yet the organisation have decided that even the amended version is in violation of the advertising code for making an unfound nutritional claim.

The ASA states: “We considered that in the context of the man’s statements, the woman’s statement ‘Right. We’re just having some beans’ would be interpreted by viewers to mean that the beans had as much protein, fibre and fat as the protein shake that had just been displayed, particularly as directed afterwards, the text ‘High in protein. High in fibre. Low in fat’ appeared next to the bowl of beans.”

Whilst Heinz have said it was meant to highlight the nutritional value of baked-beans in a light-hearted way, as consumers, the ASA are ensuring we are not led to believe consuming baked-beans post-run is the same as drinking a protein shake, with canned baked beans containing less protein than most shakes on the market, and 22g of sugar per can. If you are looking for an alternative post-run fuel however, why not try this simple homemade beans on toast recipe

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