Heinz is capitalising on ‘Veganuary’ by tweaking its famous slogan to tout the fact its beans are in fact vegan.

Veganuary, which started in 2014, is a worldwide event encouraging people to adopt a vegan diet for the month of January.

While Heniz will not be launching any new products, the campaign, created by Havas London, simply reminds people its baked beans are vegan.

Spinning off its “Beanz mean Heinz” slogan, the new ad “Beanz Meanz Vegan” will appear in ads across print, OOH and digital.

The slogan will also appear on limited-edition cans in the U.K.

The campaign will spike on 11 Jan, which according to research by Heinz, is the toughest day and when most people will end Veganuary.

Heinz marketing executive Emily Wright said: “There’s a general perception that being vegan means you have to spend lots of money on fancy foods, but being vegan isn’t all kale and quinoa.

“That’s why we want vegans to know that our classic Heinz Beanz can still be enjoyed this Veganuary, whether on a simple piece of toast or a delicious baked potato.”