Lakeside Foods’ SER!OUS Bean Co knows that beans are not actually magical. Lakeside’s Director of Brand Marketing Matt Voltoline will acknowledge that, on their own, beans won’t save the world. However, “they can crank backyard barbecues to 11, amplify ordinary meals and give Meatless Monday and Taco Tuesday new purpose,” Voltoline said. The company’s new line of Organic Beans made with low-sodium Himalayan pink salt aims to bring the standard long-time pantry staple to a whole new level. It’s a mission the company takes very, well, seriously.
“This is precisely what our beans — cooked and flavored to perfection — were born to do: Help you dominate your meals,” Voltoline said. “For their benefit and that of the planet, we want more people to put beans in their daily menu rotation. We want to give our customers access to amazing flavor experiences, in a super convenient format and at a great value. And, like all the beans out there, deliver clean, healthy plant protein and fiber. People really ought to come down the bean aisle again, and know that there is so much more to see now than basic baked beans.”
Here, Voltoline shares what led to the creation of SER!OUS Bean’s new line and how it is leading innovation in the canned bean category.
What was the motivation behind the creation of the SER!OUS Bean Co’s new line of USDA Organic Beans? Why Himalayan pink salt?
When the brand launched, the initial opportunity to create excitement for eating more beans — something that practically all of us should do for a variety of benefits to our bodies, our bank account and the planet — was in sauced beans. And those items, all with polarizing-by-design flavors, found a fanatical following. Yet, it did leave out a pretty large group of people: those who exercise more control over things like sugar and salt intake. Since any great sauce is going to have one or both of those, probably a decent amount in fact, the no-sauce “variety” category was naturally where we looked. There, we could create products with more of a blank canvas and let those cooking at home decide. Utilizing Himalayan pink salt was a way to keep our commitment to differentiate and provide thought leadership in the category. The choices on the shelf today exclude this kind of salt, so in typical SER!OUS Bean Co fashion, we were happy to be the first to provide that option. Many people today — especially those who like to cook — are drawn to the benefits of Himalayan pink salt, so this new line is for them. Also, Himalayan salt is naturally lower in sodium for those looking to control their salt intake — plus it just tastes better and offers a smoother, fuller flavor.
How have consumer perceptions of health changed and what makes a food “healthy” in today’s market?
Wow. There is maybe not a topic debated as hotly as nutrition. Finding the “most-right” way to eat can be such a confusing process, and an emotional one, as different camps push and promote a certain diet as the one-and-only way to thrive. The good news is that nutrition is getting lots of coverage and attention. What we take in day in and day out has a massive impact on our quality of life, to which health is essential. Eating more plants — be that as an omnivore or fully plant-based — is almost universally seen as a positive. Beans and legumes hit on perhaps the two most critical aspects of a healthy diet: fiber-rich carbohydrates plus low-fat proteins. The combined grams of fiber and protein in beans and legumes are unrivaled. And that is a pretty simple concept to grasp.
Pragmatically speaking, though, if it is difficult or time-consuming or expensive to eat this way, it just won’t happen. Products like this line of organic beans make it pretty easy because they are fully cooked, come in a durable package with an EZO lid and are at a responsible price point ($1.48 per can at Schnucks). Plus, organic beans are also a good source of nutrients like iron and folate and they are fat-free. Beyond macro-nutrients, we know that organic and non-GMO foods are also sought out by many bean lovers and organic products are inherently free of GMOs. Being a part of Lakeside Foods, a family food company with over 135 years of history in vegetable harvesting and packaging, gives SER!OUS Bean Co lots of options, like using organic beans in this case.
What can retailers and retailer dietitians do to educate consumers more effectively on the net positive benefits — health, cost and convenience — of beans and legumes?
Lakeside Foods provides wholesome food to enrich people’s lives, and the SER!OUS Bean Co brand is but one example of that. Beans are kind of hiding in plain sight, often missed when shoppers are deciding how to feed their family a wholesome meal on finite resources.
Retailers could do more to promote the benefits of beans as the lowest-cost protein and highlight the fact that they can be used to reduce or replace more expensive meat products in recipes. Beans add flavor and texture to just about any recipe and can be incorporated into a wide variety of sauces and dips, meeting consumer demand for convenience, value and health and retailers can be a part of communicating those facts to their shoppers.
More brands like SER!OUS Bean Co are entering the market, and that is improving the image of the category. In fact, the global market for organic beans has been growing steadily in recent years, and organic beans are expected to be one of the fastest-growing segments of the organic food market. We love to see that, and we love the competition that results in better options. Retailers are key to this when it comes to merchandising decisions. We have earned space within the most premier retailers in the country, which have continued to support us since our launch in 2018. We might not be a share leader, but we continue to be a thought leader, in ways that allow shoppers to discover and enjoy beans.
How can home chefs use SER!OUS Bean Co’s USDA Organic Beans in creative ways for family meal solutions?
Oh, there is maybe not a cuisine on the planet or a part of the day, in which beans don’t fit in. Home cooks can seek out international meals and recipes — there is a good bet that beans and legumes will be included! We know how menus from around the world are fusing and that is a great way to not only get new flavor experiences but also eat beans a little more often. They are so versatile, too, in terms of the form because they are easy to blend into a dip or a spread, easy to add to salads, along with nuts and seeds for even more plant protein, easy to mix into a dish, like casseroles or bowls, and, of course, as a stand-alone side on any plate. One specific satiating idea that may seem obvious, but goes overlooked, is combining a 15-ounce can of black beans with a pound of ground meat, such as for a burrito bowl, and thereby increasing the portion of protein for just a couple of bucks extra.
Recent related stories:
- Q&A: How SmartLabel provides key CPG recycling information
- Who is really using grocery technology?
- Consumers’ changing tastes heat up the spice aisle
_____________________________________
If you liked this article, sign up to receive one of SmartBrief’s Food & Beverage newsletters. They are among SmartBrief’s more than 250 industry-focused newsletters.