Under advertising regulations it is not allowed for one food to claim it has “as much” nutrient or nutrients as another.
The advert shows a man explaining his new fitness regime to his family, including drinking a shake which he describes as “protein, with high fibre and minimal fat”.
His partner replies: “Right. We’re just having some beans.”
Text then appears on screen stating: “High in protein. High in Fibre. Low in Fat,” and “Good for you, without going on about it.”
Heinz Foods UK said that since it had been originally banned in 2017, the advert, had been edited so it no longer made a comparative claim and merely said that a portion of Heinz Beanz was high in protein, high in fibre and low in fat.
The new version was broadcast in February this year.
However the Advertising Standards authority ruled that it still did not comply with its regulations and viewers would interpret the ad to mean that the beans had as much protein, fibre and fat as the protein shake.
It said: “We noted that the ad did not state that Heinz Beanz had greater or fewer nutritional benefits than the protein shake, however, we considered that the overall impression created by the ad was that Heinz Beanz contained as much protein, fibre and fat as a typical protein shake.
“We considered consumers would therefore interpret the ad as presenting Heinz Beanz as a tastier and more appetising, but nutritionally equivalent, alternative to consuming a protein shake.”
Heinz said it was “disappointed” with the decision, but had no plans to run the ad again.
A spokesman said: “Our popular TV ad simply aimed to be a memory jogger about the goodness of beans in a humorous way which we believed fully met advertising requirements.
“Following the ASA ruling last year the ad was amended and once again Clearcast, the organization that checks that TV ads meet all advertising codes on behalf of broadcasters, gave their full approval.”