Kingsmill 50/50 has announced a partnership with Heinz Beanz to promote eating beans on toast.

Starting this week, the union sees the Allied Bakeries and Heinz brands introducing in-store cross-merchandising tools.

This include shelf barkers, posters and off fixture display units.

Julia Perry, Channels shopper and trade marketing manager, said: “In order to capitalise on meal mission seekers, retailers need to consider cross merchandising.

"Tools such as an off-fixture display unit (OFDU) will help highlight the products together and should provide shoppers with a recognizable winter meal solution, the off fixture display will also assist retailers with incremental sales opportunities during the winter months.”

Parminder Walia, convenience development manager, Heinz, added that the collaboration with Kingsmill is “the perfect union of grocery brands”.