How the humble baked bean changed supermarket shopping forever

Today we’re throwing it back to the 90s. The Spice Girls were dominating the charts, people were obsessively caring for their Tamagotchis, and British supermarkets were embroiled in a baked bean war. Yes, you read that right.

You may not understand the chokehold that baked beans had on the U.K. at that time. Not only were they convenient and affordable, but beans also became closely associated with charitable efforts. Whether it was encouraging donations of cans to a local food bank, or raising money with sponsored ‘bean baths’ (literally filling up a bath full of beans and sitting in it), the humble baked bean was everywhere.

In the early 1990s, supermarket shopping experienced a major transformation with the introduction of continental discount chains. Aldi led the way, arriving in 1990, followed by Lidl, Netto, and others. The impact was swift, and U.K. retailers quickly began to feel the pressure.

So began a tit-for-tat price war, with baked beans at the heart of the battle. Sainsbury’s initially sold a tin for 11p, but Aldi entered the market with a 9p price tag. Not to be outdone, Kwiksave slashed its price to 8p. Lidl then joined the fray, offering cans for 4p, prompting Kwiksave to once again cut their prices, this time down to 3p. U.K. supermarket Tesco upped the ante, selling tins for just 1p. The most astonishing moment came in 1996, when Sanders Superstore, an independent store in what was then known as Avon, went so far as to pay customers 2p for each can of beans they took home. The strategy was to drive foot traffic into the store, with the hope that shoppers would purchase other items while they were there.

The battle eventually subsided in the mid 90s. During this period, advancements in computerisation and data collection transformed consumer behaviour. Retailers began to focus on the psychology of drawing customers in and analysing which products were being purchased, shifting the competitive landscape.

The major outcome of this price war was the introduction of value ranges and loyalty schemes. In 1995, Tesco launched its Clubcard, a move that catapulted the chain to supermarket dominance. This innovation helped secure Tesco’s position as the leading supermarket in the U.K., a status it continues to hold in 2024. Value ranges were also launched in the heat of the bean war and are still popular with bargain-conscious customers today.

Even though beans no longer cost next to nothing, the impact of the bean war is still felt 30 years later. So, as you enjoy your morning fry-up, take a moment to appreciate the humble baked bean and marvel at how it transformed the way we shop today.