Dive Transient:
- Kraft Heinz introduced Heinz Dip & Crunch, a product that gives customers the power to dip their burgers right into a sauce after which chips. The 2-in-one packaging features a container of tomato-based burger sauce and every other bathtub containing crisp potato crunchers. It’s to be had in unique and highly spiced flavors.
- Heinz Dip & Crunch is to be had at grocers national together with Walmart, Meijer, Goal and Massive. The corporate first examined the product at Jack within the Field places at the West Coast previous this yr.
- As CPGs glance to stay aggressive in opposition to different massive competition and scrappy upstarts, corporations corresponding to Kraft Heinz are on the lookout for new and artistic techniques to satisfy shopper wishes and supply a contemporary enjoy.
Dive Perception:
Since Kraft Heinz CEO Miguel Patricio took the helm in 2019, the corporate has prioritized innovation to raised meet broader shopper wishes. The COVID-19 pandemic speeded up the transfer towards snacking, larger call for for well-established manufacturers and larger how a lot other folks consume at house.
“We predict that customers are … rediscovering new events at house,” Sanjiv Gajiwala, Kraft Heinz’s U.S. leader expansion officer, advised Meals Dive in 2020. “They’re rediscovering relied on manufacturers that they hadn’t essentially engaged with in reasonably a while, and I feel they’re discovering that the ones may have price of their lives.”
At Kraft Heinz’s investor day in 2020, Carlos Abrams-Rivera, its U.S. zone president, detailed how expansion on the corporate may well be pushed by means of a brand new form of shopper: more youthful, upper source of revenue, numerous and dwelling in smaller families with out youngsters. The corporate made the verdict to commit 60% of its R&D sources to new inventions.
The Dip & Crunch product symbolizes this means. The product was once impressed by means of a pattern on TikTok the place customers dipped their burgers into other sauce and chip combos, in step with Rapid Corporate. Via paying attention to social media, Kraft Heinz was once in a position to find the worth and serve as that customers had been assigning to its condiments and briefly reply with a product.
Kraft Heinz has harnessed social media to encourage different new merchandise. In 2018, the corporate introduced Mayochup — combining ketchup with mayonnaise — after carrying out a Twitter ballot. Further sauces mixing mayonnaise with mustard and barbeque sauce then adopted via inner construction.
Different Kraft Heinz merchandise which can be well timed responses to developments come with a limited-time Macaroni & Cheese-flavored ice cream with Van Leeuwen, and a red model of its mac and cheese for Valentine’s Day.
Dip & Crunch additionally displays how Kraft Heinz’s embody of knowledge analytics can allow it to briefly reply to shopper developments. Maximum just lately, the corporate partnered with Google to faucet into AI and device studying to lead the advance of latest flavors, formulations and merchandise.
