The Who announce charity partnership with Heinz to celebrate reissue of 1967's The Who Sell Out

British rockers The Who have partnered with Heinz for a charity venture to celebrate the forthcoming reissue of the outfit's 1967 concept album The Who Sell Out.

The record’s original artwork featured frontman Roger Daltrey relaxing in a bathtub of Heinz beans, while the second track on the well-known LP was dubbed ‘Heinz Baked Beans’.

The Who have now launched a new collaborative and limited edition set of 'Beanz Meanz The Who’ baked beans cans, with Daltrey and guitarist Pete Townshend personally hand-signing 50 cans.

In the UK, Heinz are selling 1,967 415g cans, with all net proceeds being donated to Magic Breakfast and the Teenage Cancer Trust. In the US, all proceeds will go to Teen Cancer America.

Magic Breakfast work towards ending child morning hunger as a barrier to education in the UK, providing healthy breakfasts to pupils in over 1,000 schools in disadvantaged areas each school day. Teen Cancer America and Teenage Cancer Trust's supporting young people aged 13-24 through cancer treatment.

A giant, hand-signed (empty) 57.5cm x 42cm version of the limited-edition can is also being auctioned off for the charities from Thursday, April 15th to Sunday, April 25th.

Daltrey maintains that the image of him in the bathtub of beans "was the best visual of the whole album cover," making the subsequent bout of illness that Daltrey endured worth the hassle.

"I ended up with a week in bed with either the flu or probably the worst cold that I've had in my lifetime and I put it down to the baked beans because they'd just come out of the fridge; they were freezing cold! I sat in them for twenty minutes until they had the great idea of putting electric fire round the back of the bathtub I was sitting in, which worked for a while," Roger said about the 1967 photoshoot.

"It started to heat them up, but then they started to cook. So my arse was roasting while my front was freezing and within 24 hours, I was in bed with the sniffles. I don't blame the beans; I blame the electric fire!"

To celebrate The Who Sell Out Super Deluxe Edition out 23 April The Who & Heinz reunite after 50+ years for a special ltd edition Beanz Meanz The Who baked beans cans to purchase. All net proceeds to charity. UK fans: Heinz To Home. US fans: US Who store. https://t.co/Mc93wqww7o pic.twitter.com/cR8i2r3YI1

— The Who (@TheWho) April 12, 2021