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HomeLocalKraft consolidates sauces, dressings, launches Creamy Sauces line

Kraft consolidates sauces, dressings, launches Creamy Sauces line


CHICAGO — The Kraft Heinz Co. has rebranded its various sauces, dressings and spreads into the newly formed Kraft Sauces portfolio. As part of the rebrand, Kraft Sauces will debut the company’s first logo change in 10 years alongside updated packaging designs.

“We know that 30% of our consumers are already purchasing Kraft sauces in multiple categories,” said Alan Kleinerman, vice president of global disruptive innovation at Kraft Heinz. “By uniting our sauces, spreads and salad dressings under one masterbrand, we’re transforming Kraft Sauces to create a toolkit of flavorful enhancers that consumers can use however they like and drive greater value.”

The company also has launched its first product innovations under the Kraft Sauces umbrella: Kraft Creamy Sauces. The line, featuring four new aioli sauces and a salad dressing, was developed in response to increased consumer interest in aioli sauces, particularly among millennial shoppers. Each product is designed to help consumers easily elevate their at-home meals with restaurant-quality flavor additions, according to the company.

“Our insights show 77% of consumers are eager to explore new aioli flavors, so we saw an opportunity to give our consumers what they’re looking for while also strengthening our position as a leader in sauce innovation,” Kleinerman said.

Flavor varieties include garlic aioli, chipotle aioli, burger aioli, smoky hickory bacon-flavored aioli and Buffalo-style mayonnaise dressing.

“Kraft Sauces aims to show the world that you don’t have to be a professional chef to make delicious food that feels good,” said Kaitlin Roe, brand director at Kraft Heinz. “With our new Creamy Sauces line, alongside our beloved existing offerings, Kraft Sauces brings restaurant-quality depth, tang, and spice right to the refrigerator — empowering fans to be more adventurous in the kitchen.”



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