What is Kraft Heinz’s view on the Lunchtime opportunity for multiple grocers – consumer usage, attitudes, demographics?
Across grocery Kraft Heinz has seen convenience increasingly influence shoppers as they seek quick and easy mealtime solutions. There’s little doubt that the growing trend for convenient products across the food and drink industry will continue and brands are starting to adapt their offering to ensure they meet this evolving consumer trend requirement.
Which Kraft Heinz products do particularly well at lunchtime? Have Kraft Heinz recently launched any new products specifically targeting lunchtime?
Kraft Heinz bought two of its power brands to the quick hot meals category in mid July this year – a move driven by increasing consumer demand for great tasting, quality meals that offer reduced preparation time. Heinz extended its trusted portfolio with the addition of Heinz Full of Flavour quick hot meal solutions to drive its food credentials in the QHM category. Heinz Full of Flavour formats are available in wet pots, instant pots and instant sachets to drive growth and innovation in the category, as well as providing retailers with a range of convenient lunchtime products to meet a diverse range of meal occasions. Made using quality ingredients, Heinz Pasta microwaveable wet pots (330g), in Spanish Chorizo and Italian Pasta flavours, offer a substantial lunch solution that can be prepared in minutes. Heinz Cous Cous instant dry pots (72g) in Mediterranean Vegetable flavour provides consumers with an alternative grain option which is easy to prepare, while Heinz Noodles instant dry sachets (44g) in Aromatic Thai flavour, and Heinz Pasta instant dry sachets (58g) in Tomato and Mascarpone flavour, offer superior taste in a category which is currently underperforming (-7%)*.
Another range catering to consumers needs for something quick and easy is Kraft Macaroni & Cheese Quick Hot Meal. Launched in April this year Kraft Heinz extended its porfolio with the introduction of a brand-new format to cater to consumer needs throughout the day. Designed as a quick meal option, Kraft Macaroni & Cheese microwavable wet pot (330g) meets the needs of time poor consumers in a matter of minutes. Available in Classic, Chipotle, Bacon and Chorizo, Kraft Macaroni & Cheese is new, innovative meal solution that satisfies taste buds and delivers against quality expectations on taste and flavour, whilst providing speed and ease of preparation – perfect for the lunchtime occasion.
* Nielsen Scantrack 5/9/15 (Grocery Mults)