New Zealand’s tastes are changing; we’re becoming more diverse in what we eat but also more aware of what goes into our food.

Wattie’s has listened to these concerns and has taken two of New Zealand’s most iconic pantry items, Wattie’s Baked Beans and Spaghetti, and created a new recipe using 50% less added sugar and 30% less added salt.

But how do we reassure current and lapsed users that it still tastes great?

The answer lay in talking to product truths with the same Kiwi, informal and fun tone of ours.