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An article from
Dive Brief


KRAFT HEINZ ENTERS US SEASONINGS SEGMENT WITH JUST SPICES

Published April 26, 2023
Megan Poinski Senior Reporter
 * 
 * 
 * 
 * 
 * 


Courtesy of Just Spices/Kraft Heinz


DIVE BRIEF:

 * Kraft Heinz is getting into the seasonings business, expanding its European
   brand Just Spices to the United States. 
 * Kraft Heinz purchased an 85% stake in Just Spices last year. The brand, which
   features more than 170 seasoning blends for different meal occasions and
   diverse flavors, is mainly a direct-to-consumer brand in Europe. The initial
   U.S. launch includes 10 favorite products from the European lineup, and the
   company said the brand will begin in the direct-to-consumer channel.
 * Just Spices is part of Kraft Heinz’s Taste Elevation platform, which the
   company sees as one of its primary growth engines. According to the company’s
   presentation at the Consumer Analysts Group of New York conference in
   February, Kraft Heinz expects 25% growth in that platform by 2027. 





DIVE INSIGHT:

When Kraft Heinz acquired the majority stake in trendy Germany-based Just
Spices, officials praised the company’s strong connection with younger
consumers, innovative positioning and its advanced analytics used to forecast
future trends.

At the time that Kraft Heinz announced its pending acquisition of the brand,
Just Spices had 1.6 million social media followers. The direct-to-consumer model
and the brand’s relevance to Gen Z consumers helped the company collect useful
data about what consumers wanted and innovate accordingly.

Just over a year later, Kraft Heinz is bringing the Just Spices product and
business model to the United States.

“Bringing together Just Spices’ high-quality product, data and
direct-to-consumer capabilities with Kraft Heinz’s scale and brand loyalty
creates the perfect storm to disrupt the U.S. spice category as we know
it,” Carlos Abrams-Rivera, the company’s executive vice president and president
of North America said in a written statement.

Just Spices, founded in 2014 by a group of friends in Germany who wanted to
improve on the offerings in the grocery store spice section, is not like most
other seasoning companies. Just Spices specializes in customized blends that can
be used to improve flavors for a wide variety of products or cuisines. In
Europe, the company also sells recipe and seasonings kits to create flavorful
dishes. Just Spices are available in some grocery stores, but about 70% of the
company’s products are sold online.

The blends launching in the U.S. include Chicken Allrounder, Vegetable
Allrounder, Pasta Allrounder, BBQ Allrounder, Salmon Allrounder and Caprese
Allrounder — blends that can be used on any recipe using those base
materials; Egg Topping and Avocado Topping — designed for any presentation of
the protein staple and the green fruit; and Fajita Seasoning and Enchilada
Seasoning — which can be used to create the popular Mexican dishes.

This is Kraft Heinz’s first foray into the North American seasonings market,
which Statista estimates is worth $6 billion. Just Spices is similar enough to
the options that consumers are familiar with to attract attention, but different
enough to capture a different type of customer. Most seasonings are not sold
direct-to-consumer, nor are there many large blended brands. Kraft Heinz’s press
release about the launch says that Just Spices is “geared towards the needs of
younger, flavor-forward families.” 

If Kraft Heinz can transplant the success of Just Spices to the United States,
the implications for the company could be farther reaching than just getting
into a new category. The consumer data collected through Just Spices sales could
help inform Kraft Heinz’s wider R&D team about new flavors and innovations to
bring to some of its classic products in a new way. But Kraft Heinz could also
use lessons learned through Just Spices to develop more of a direct-to-consumer
presence for some of its more niche, premium or targeted products.

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Filed Under: Ingredients, Corporate Operations


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   DAIYA’S NEW FERMENTATION TECHNOLOGY PROMISES IMPROVED PLANT-BASED CHEESE
   
   CEO Michael Watt said items made using the new method will have a taste, melt
   and mouthfeel more like their dairy counterparts.
   
   By Megan Poinski • Updated March 1, 2023
 * Courtesy of Clif Bar
   
   
   FOOD CPG MAKERS ARE HUNGRY FOR M&A, BUT TAKING ‘DISCIPLINED’ APPROACH TO
   ACQUISITIONS
   
   Companies at the recent CAGNY conference said even though they are in
   financially healthy positions, any deals they make will likely be smaller
   bolt-on purchases.
   
   By Christopher Doering • March 1, 2023


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COMPANY ANNOUNCEMENTS

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Performance
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U.S. Markets
From FRAYT
April 11, 2023
Editors' picks
 * Permission granted by Daiya Foods
   
   
   DAIYA’S NEW FERMENTATION TECHNOLOGY PROMISES IMPROVED PLANT-BASED CHEESE
   
   CEO Michael Watt said items made using the new method will have a taste, melt
   and mouthfeel more like their dairy counterparts.
   
   By Megan Poinski • Updated March 1, 2023
 * Courtesy of Clif Bar
   
   
   FOOD CPG MAKERS ARE HUNGRY FOR M&A, BUT TAKING ‘DISCIPLINED’ APPROACH TO
   ACQUISITIONS
   
   Companies at the recent CAGNY conference said even though they are in
   financially healthy positions, any deals they make will likely be smaller
   bolt-on purchases.
   
   By Christopher Doering • March 1, 2023

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