Kraft Heinz Unveils New Canadian Brand – Pure J.L. KRAFT Dressings & Marinades – Set to Disrupt Category with Twelve Craveable Offerings

Rhea-AI Summary

The Kraft Heinz Company (Nasdaq: KHC) has launched a new brand in Canada called Pure J.L. KRAFT, introducing twelve new shelf-stable dressings and marinades free from artificial preservatives, flavours, and colours. This is Kraft Heinz's first significant innovation in Canada's salad dressing market in over five years. The line includes six entirely new flavours: Pomegranate Zaatar, Honey & Shallots, Miso Lime Ginger, Moroccan Lemon, Orange Turmeric Poppyseed, and Black Garlic & Cracked Pepper. This launch is part of Kraft Heinz's strategy to expand its Canadian portfolio and reflects the company's commitment to insight-driven innovation, particularly within its Taste Elevation platform, which makes up 41% of its global portfolio.

Positive

• Launch of twelve new shelf-stable dressings and marinades in Canada.
• First significant innovation in Canada's salad dressing market in over five years.
• Six new flavours: Pomegranate Zaatar, Honey & Shallots, Miso Lime Ginger, Moroccan Lemon, Orange Turmeric Poppyseed, and Black Garlic & Cracked Pepper.
• All products are free from artificial preservatives, flavours, and colours.
• Part of Kraft Heinz's strategy to reinvigorate and expand its Canadian market.
• Reflects commitment to insight-driven innovation within the Taste Elevation platform.
• Taste Elevation platform represents 41% of Kraft Heinz's global portfolio.

Negative

• No immediate financial gains or projections mentioned.
• Potential market risk if new flavours do not meet consumer expectations.
• No clear data on the impact of existing product lines.

With six new-to-market flavours, Pure J.L. KRAFT is first brand in category to offer shelf-stable premium dressings and marinades made with no artificial preservatives, flavours, or colours

TORONTO--(BUSINESS WIRE)-- Today, The Kraft Heinz Company (Nasdaq: KHC) (“Kraft Heinz”) – Canada’s salad dressing category leader for nearly one hundred years – launches Pure J.L. KRAFT, a new line of shelf-stable, premium dressings and marinades. Made with no artificial preservatives, flavours, or colours and proudly prepared in Canada, the new line-up is the first of its kind to enter Canada’s shelf-stable dressings category. Launching exclusively in Canada just in time for the summer salad and BBQ season, the new brand marks the first innovations from Kraft Heinz Canada in the salad dressing category in over five years.

Pure J.L. KRAFT Dressings & Marinades. (Photo: Business Wire)

While consumers are increasingly turning to homemade salad dressings and marinades, making them at home can be time-consuming and limit the opportunity for flavour complexity. Now, dressing aficionados no longer need to choose between simple ingredients and multi-layered taste. Pure J.L. KRAFT offerings mix simple ingredients in differentiating combinations to deliver delicious and exotic flavours. Now rolling out nationwide, Pure J.L. KRAFT launches with twelve bright and refreshing offerings, six of which are new to the Canadian salad dressing category: Pomegranate Zaatar, Honey & Shallots, Miso Lime Ginger, Moroccan Lemon, Orange Turmeric Poppyseed and Black Garlic & Cracked Pepper.

“With Pure J.L. KRAFT, we’ve created products that use simple ingredients and taste like they are homemade but offer people the bold, globally-inspired flavours they are craving and convenience they are looking for in the grocery aisle,” says Stephanie Goyette, Head of Taste Elevation Platform Marketing & Strategy at The Kraft Heinz Company Canada. “There are endless ways to integrate our flavours into at-home recipes – from dressing a salad, to topping a grain bowl, or marinading proteins and vegetables. With Pure J.L. KRAFT, we’re reminding people that just because something is made with simple ingredients does not mean it needs to be boring."

The launch of Pure J.L. KRAFT marks the third Kraft Heinz brand to launch or return to Canada in 2024, as the company prioritizes reinvigorating and expanding its Canadian footprint. Pure J.L. KRAFT underscores Kraft Heinz’s commitment to bet big on insight-driven innovation – particularly within its Taste Elevation platform – as its most prominent growth driver in North America. With the Taste Elevation platform representing 41 percent of the company’s global portfolio, the addition of the Pure J.L. KRAFT brand will provide exciting new options for the Canadians eager to try a variety of new flavours to meet their evolving needs.¹

Canadians can learn more by visiting the Pure J.L. KRAFT Instagram or TikTok page @purejlkraft and can check out www.purejlkraft.com for delicious recipes to try with Pure J.L. KRAFT.

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2023 net sales of approximately $27 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

¹ Kraft Heinz Foresights & Trends Exploratory Research 2023

View source version on businesswire.com: https://www.businesswire.com/news/home/20240521505488/en/

The Kraft Heinz Company

Alexandra Lieberman

alexandra.lieberman@kraftheinz.com

Zeno Group Canada

Naomi Rushe

Naomi.rushe@zenogroup.com

Source: The Kraft Heinz Company

FAQ

What is the new brand launched by Kraft Heinz in Canada?

Kraft Heinz has launched a new brand called Pure J.L. KRAFT in Canada.

How many new flavours does Pure J.L. KRAFT offer?

Pure J.L. KRAFT offers twelve new flavours.

What are some of the new flavours introduced by Pure J.L. KRAFT?

The new flavours include Pomegranate Zaatar, Honey & Shallots, Miso Lime Ginger, Moroccan Lemon, Orange Turmeric Poppyseed, and Black Garlic & Cracked Pepper.

Are Pure J.L. KRAFT products free from artificial preservatives, flavours, and colours?

Yes, all Pure J.L. KRAFT products are free from artificial preservatives, flavours, and colours.

What is the significance of this launch for Kraft Heinz?

This launch marks Kraft Heinz's first significant innovation in Canada’s salad dressing market in over five years and reflects the company's strategy to expand its Canadian market and commitment to insight-driven innovation.