Tesco launches new range of kosher baked beans

By Jessica Elgot, May 27, 2010
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Tesco is to launch its own range of kosher baked beans, its first own-brand kosher product.

The beans, which are certified kosher by the London Beth Din, will be available from June 14.

Tesco's kosher food buyer, Lauren Richman, said development of the brand had taken around eight months, and had been Tesco's own initiative.

She said: "It's a very exciting time for Tesco as this will be our first own label product available in the kosher section."

For its first foray into the kosher market, Tesco picked something most families would be likely to buy at the supermarket. Ms Richman said: "Baked beans are very much a staple of the kitchen cupboard."

She added: "It was Tesco's decision to launch the product and we approached the London Beth Din with the idea as we have a good working relationship with them. They thought it was a great idea and a real breakthrough for the Jewish community."

The beans will be sold in all Tesco supermarkets which currently offer a kosher product range.

Ms Richman refused to be drawn as to whether more kosher products would follow the baked beans. But she said: "We will see how customers take to the beans and then potentially look to launch other products."

Currently the only other baked beans certified by the London Beth Din are Hebrew National.

Rabbi Jeremy Conway, executive director of the Kashrut Division of the London Beth Din, said: "The new Tesco baked beans are kosher to the highest standard and will be widely available across the country.

"This new product will be of great benefit to all kosher consumers and in particular for students, travellers and people in outlying communities."

    Last updated: 3:25pm, May 27 2010