Kraft Heinz backs protein and fiber trends as innovation drive gains steam
KHC•Kraft Heinz is expanding products with more protein and fiber and introduced Kraft Mac & Cheese Cheesy Ramen in the U.S. The company has earmarked $700 million this year for marketing and research and development, with spending behind brands such as PowerMac up 35%.
1. Product push
Kraft Heinz is broadening its better-for-you offerings, including products with less sugar and salt and more protein and fiber. It launched high-protein PowerMac & Cheese this year and introduced a cheesy ramen product in the U.S. on Tuesday; the product is already available in Canada.
2. Higher investment
The company has earmarked $700 million this year for marketing and research and development as CEO Steve Cahillane works to address years of market share losses. North America president Nico Amaya said Kraft Heinz had not innovated at pace and that marketing and R&D spending behind brands such as PowerMac is up 35% this year, a level the company plans to sustain.
3. Product reformulation
Kraft Heinz has reformulated more than 1,000 recipes to add protein and fiber and offer less added sugar and fat, Amaya said. The company is also introducing smaller PowerMac cups, while Cahillane expects the innovation pipeline to accelerate in 2027.
