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Skip to main content CONTINUE TO SITE ➞ DON'T MISS TOMORROW'S FOOD INDUSTRY NEWS Let Food Dive's free newsletter keep you informed, straight from your inbox. * Daily Dive M-F view sample Topics covered: manufacturing, packaging, new products, R&D, and much more. * Ingredients Weekly Every Thursday view sample Topics covered: R&D, flavor trends, health & nutrition, scientific discoveries, new ingredients, and much more. By signing up to receive our newsletter, you agree to our Terms of Use and Privacy Policy. You can unsubscribe at anytime. A valid email address is required. * Deep Dive * Opinion * Library * Events * Topics Menu * Search * Sign up Search * Finances & Deals * Food Tech * Manufacturing * Ingredients * Corporate Ops * Packaging * Policy * Protein * Beverages * Sustainability 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. * post * share * tweet * print * email Filed Under: Ingredients, Corporate Operations FOOD DIVE NEWS DELIVERED TO YOUR INBOX Get the free daily newsletter read by industry experts Email: * Select Newsletter: Daily Dive M-F * Select Newsletter: Ingredients Weekly Every Thursday * Select user consent: By signing up to receive our newsletter, you agree to our Terms of Use and Privacy Policy. You can unsubscribe at anytime. Sign up A valid email address is required. Please select at least one newsletter. 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 GET THE FREE NEWSLETTER Subscribe to Food Dive for top news, trends & analysis Email: * Select Newsletter: Daily Dive M-F * Select Newsletter: Ingredients Weekly Every Thursday * Select user consent: By signing up to receive our newsletter, you agree to our Terms of Use and Privacy Policy. You can unsubscribe at anytime. Sign up A valid email address is required. Please select at least one newsletter. MOST POPULAR 1. Kraft Heinz enters US seasonings segment with Just Spices 2. 80% of consumers say companies are raising prices out of greed, according to study 3. Amy’s Kitchen adds another new executive, promoting VP to company president 4. JBS ends contracts with company fined for employing child labor LIBRARY RESOURCES * Webinar - on demand How Food Brands Can Ensure Safe and Quality Produce Delivery Custom content for Tive * Podcast Providing Resiliency and Value in a Connected Ecosystem Custom content for EY * Playbook 3 Ways a (Live) Virtual Receptionist Makes Your Business Better Custom content for Ruby View all COMPANY ANNOUNCEMENTS * MRPeasy Customers Report Improvements in On-Time Deliveries and Overall Performance From MRPeasy * Nichols Farms Launches First Of Its Kind- Organic Flavored Pistachios Line From Nichols Farms * Umami Meats and Steakholder Foods® produce world’s first cultivated fish fillet From Umami Meats * FRAYT Raises $7 Million, Brings Last-mile On-demand Delivery to Over 50 Major U.S. Markets From FRAYT View all | Post a press release WHAT WE'RE READING * FoodBev Media Maple Hill Creamery receives $20m USDA funding * Los Angeles Times The anti-transgender backlash against Bud Light, explained * Beverage Industry Buddha Brands launches Thirsty Buddha Soda View all EVENTS * 27 APR Webinar | 3 p.m. ET How to Meet Grocery Shoppers Where They Are Presented by studioID and Chicory * 03 MAY Webinar | 2 p.m. ET How to Start Prioritizing Connected Work in 2023 Presented by LeapPoint and Adobe * 08 MAY Conference TUTTOFOOD Milan, Italy Presented by TUTTOFOOD View all events INDUSTRY INTEL * How does your excess inventory program stack up? Industry Report • Provided by Spoiler Alert FOOD DIVE NEWS DELIVERED TO YOUR INBOX Get the free daily newsletter read by industry experts Email: * Select Newsletter: Daily Dive M-F * Select Newsletter: Ingredients Weekly Every Thursday * Select user consent: By signing up to receive our newsletter, you agree to our Terms of Use and Privacy Policy. You can unsubscribe at anytime. Sign up A valid email address is required. Please select at least one newsletter. COMPANY ANNOUNCEMENTS View all | Post a press release MRPeasy Customers Report Improvements in On-Time Deliveries and Overall Performance From MRPeasy April 14, 2023 Nichols Farms Launches First Of Its Kind- Organic Flavored Pistachios Line From Nichols Farms April 13, 2023 Umami Meats and Steakholder Foods® produce world’s first cultivated fish fillet From Umami Meats April 24, 2023 FRAYT Raises $7 Million, Brings Last-mile On-demand Delivery to Over 50 Major 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 Latest in Ingredients * Kraft Heinz enters US seasonings segment with Just Spices By Megan Poinski * Upside Foods announces cultivated ground chicken as its second product By Megan Poinski * Leftovers: Kellogg chills out with Icee cereal; Boston Beer signs up for signature cocktails By Food Dive staff * Why General Mills is embarking on a farmer-driven regenerative agriculture strategy By Chris Casey -------------------------------------------------------------------------------- * * * * EXPLORE * About * Editorial Team * Contact Us * Newsletter * Article Reprints * Press Releases * What We're Reading REACH OUR AUDIENCE * Advertising * Post a press release * Submit an opinion piece RELATED PUBLICATIONS * Grocery Dive * Restaurant Dive -------------------------------------------------------------------------------- image/svg+xml Industry Dive is an Informa business © 2023 Industry Dive. 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