潜水简介:
- 卡夫亨氏（Kraft Heinz）在进行上述更改的几个月后，正在推广其Kraft Macaroni和奶酪产品中的天然成分。该公司正在吹捧世界上最大的“盲人测试”的举动。
- Kraft announced last April that it would be removing artificial colors, flavors, and preservatives from the macaroni and cheese product and finished the reformulation in 2015. The reformulated version has been on store shelves since December, with more than 50 million boxes sold.
- 在大量但未公开的投资的支持下，此举是“卡夫最大的赌注之一啊z and we're spending accordingly,"Kraft Heinz副总裁解决方案Greg Guidotti告诉AD Age。
Dive Insight:
The "blind taste test" was a critical move for Kraft Heinz, but it could also have an impact on major manufacturers overall. The company proved it could reformulate its legacy brand with healthier ingredients without much attention to the difference in taste or appearance.
Kraft Heinz's strategy also demonstrated that major food manufacturers don't necessarily have to ditch their legacy processed food brands and replace them with products consumers deem healthier. To remain competitive, manufacturers can make logical ingredient tweaks that appeal to consumers' desire for natural ingredients and clean labels. Manufacturers don't have to completely overhaul or abandon a long-standing brand that consumers may not associate with being "healthy."
Kraft Heinz took a different approach to start, but marketing and promotion of ingredients changes is also a crucial component to this strategy to ensure consumers know companies are making an effort. About one in fivenew packaged food and beverage products included label claims for no additives or preservatives last year, an increase from 13% in 2011, according to Mintel
