Cooking up innovation
The unexpected partnership comes as Kraft Heinz has been working overtime to drive a culture of creativity and innovation internally, using data analytics tools to inform ideas that stretch its $1 billion marketing spend further.
Innovations driven by its New Ventures team and supported by in-house creative shop, The Kitchen, have ranged from the launch of Amoy’s SOSU, a range of Pan-Asian meal kits to special “Marz Edition” ketchup developed in the U.S. alongside the Aldrin Space Institute.
Earlier in 2023, the CPG giant’s international chief growth and sustainability officer Cristina Kenz told Adweek these were just some examples “of the magic that can happen when you bring creativity, innovation and sustainability together.”
She added: “The creative muscle is there, so it’s much easier to marry it all up.”
Caio Fontenele, Kraft Heinz’s New Ventures director for U.K. and Ireland, said: “While it may have taken over 150 years of tomato expertise to launch our first Heinz pasta sauce, we’re determined to continue innovating and delighting consumers with delicious flavors, at the speed of social media trends.”