This paper describes how taking on the brand leader changed consumer behaviour within a mature, static market in just three months. To cover the revenue shortfall of losing the HP Beans brand, Premier Foods were forced to launch a new brand of beans into a Heinz/Own Label duopoly. They then developed 'The Great British Bean Poll', a unique taste challenge in which 750,000 people took part, where 76% voted Branston Beans as their favourite. Within three months Branston replaced 85% of the HP business by creating a new brand of baked beans worth in excess of £14m and Heinz were considering changing their 100-year-old recipe