Heinz UK credits Israel with being an inspiration for its new line of bean-based “houmouz,” citing a tweet in which Israel’s official account recommended that a British biscuit company upgrade its biscuits with hummus.
The bean-based product comes in three flavors: original, chipotle chile and roasted butternut squash.
We've taken your upgrade advice @Israel, and present to you our new Heinz Beanz Houmouz range. Ideal for dipping (or spreading!) Would you give these a go? https://t.co/exx8uZ0njY pic.twitter.com/Y2G2twQRD8
— Heinz (@HeinzUK) May 26, 2022
“We’ve taken your upgrade advice @Israel, and present to you our new Heinz Beanz Houmouz range. Ideal for dipping (or spreading!) Would you give these a go?” Heinz UK tweeted last Thursday.
The tweet was posted as a reply to a tweet in February 2021 by the State of Israel’s official Twitter account, which is run by the Foreign Ministry. The Israeli tweet was a response to a tweet by British biscuit company Weetabix that recommended putting beans on their wheat biscuits.
“Finally something that all Middle-Eastern countries can agree on. Just no. Also, want to know how you can upgrade your weetabix? Hummus,” Israel tweeted at the time.
The Heinz UK website also has a recipe for “baked beanz shakshuka.”
Heinz was “in the midst of a Beanz revolution, finding new and exciting ways consumers can enjoy our beloved Heinz Beanz with new tastes and textures,” Kraft Heinz new ventures director for Beanz liberation Lucila Ardalla told The Grocer after the launch of the Houmouz product.
Israel had not yet responded to Heinz’s announcement.