Kraft New Creamy Sauces
The new line marks first innovation line to launch under the newly unified Kraft Sauces brand
Kraft brand added five aiolis and sauces to its diverse product portfolio with the new Creamy Sauces line. Creamy Sauces marks the first innovation line to launch under the new Kraft Sauces rebrand, which consolidates all sauces, spreads, and salad dressings under one family for the first time. Alongside the new product line, Kraft Sauces launches its first logo change in 10 years, boldly redesigned packaging, and a first-ever unified brand platform.
Aiolis have resonated in the culinary scene recently, with 77% of consumers expressing interest in trying new aioli flavors.¹ The Kraft Creamy Sauces line brings this fan-favorite sauce to home kitchens across the country, adding a punch of rich flavor to culinary classics, from French fries and sandwiches to onion rings and more. The line-up includes new Smoky Hickory Bacon Flavored Aioli, Chipotle Aioli, Garlic Aioli, Burger Aioli, and Buffalo Style Mayonnaise Dressing.
In addition to the new Creamy Sauces line, the brand refresh includes the first changes to Kraft’s iconic logo in more than ten years, along with new packaging, social channels, and its first-ever unified creative platform – “It’s not art. It’s Kraft.” The decision to refresh and rebrand comes as many shoppers are already purchasing Kraft condiments in two or more categories.2 The bold new packaging brings to life the unique and mouthwatering combination of flavors and food Kraft encourages its fans to experiment with. Across all elements of the brand’s refresh, Kraft Sauces is here to playfully convey that fancy doesn’t always mean better.
Kraft serves as a key growth driver for The Kraft Heinz Company’s Taste Elevation platform. With Taste Elevation representing 41% of the company’s global portfolio and the number one player in condiments worldwide, Kraft Sauces is uniquely positioned to provide new options for the 92% of consumers that are interested in trying a variety of new flavors to meet their evolving needs.3
¹KHC Dipping Synthesis 2023, Datassential Bacon Profile Jan 2023, Datassential SNAP food profile 08-02-23
2Circana Scan Panel, Buyers Overlap Analysis – Kraft Sauces, 52 Wks Ending 12-31-23
3Kraft Heinz Foresights & Trends Exploratory Research 2023
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