Heinz teams with U.K.'s Channel 4 on a plant-based cooking show

Short-form branded comedy series is aimed at 'flexitarians'

Published On
Jan 11, 2022

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Heinz is teaming with U.K. broadcaster Channel 4 to launch a short-form cooking show called "Flex Kitchen" that will showcase its products as key ingredient in plant-based and "flexitarian" cooking.

The humorous "Flex Kitchen" series will run across the broadcaster’s social media channels and will see well-known comedians challenged to pivot their signature meals using plant-based ingredients. For example, in the first episode, a clip from which can be seen here, Kerry Godliman has to cook a dish for an all-vegan rugby team.

The recipes will showcase classic Heinz plant-based ingredients like Heinz Beanz and Heinz Tomato Ketchup as well as vegan/veggie-specific options such as Heinz Seriously Good Vegan Mayo, Heinz Beanz Bugerz, Heinz Plant Proteinz and Heinz Made for Veggiez sauce.

In addition to the content itself, a bespoke edit from the series will appear as a new Heinz TV and digital ad.

"Flex Kitchen" debuts this week on Channel 4 Comedy YouTube as well as All 4, while shorter edits of each episode will be released across Channel 4 and Heinz’s Facebook, Instagram, Twitter and TikTok accounts. It was produced by Ranga Bee and commissioned by Channel 4 digital commissioning executive Evie Buckley working closely with 4Studio group content manager Jordan Harvey, who brokered the partnership with Heinz's media agencies Carat and The Story Lab.

“For over 150 years, Heinz has pioneered many products that are already naturally plant-based, from our beloved Heinz Tomato Ketchup to Heinz Beanz, to new innovations including everything from Vegan Mayo to Beanz Burgerz, and there are many more to come in 2022 and beyond," said Matt Mill, marketing lead for Heinz Meals, in a statement. With this series, “we hope to inspire flexitarian audiences all over," he added. "We’ve always been and will continue to be passionate about producing delicious plant-based food.”