Kraft Heinz is looking to replicate the momentum generated by its cleaner, lower sugar and lower sodium Heinz ketchup as the food giant accelerates product innovation around changing consumer preferences. The company’s Heinz Zero, introduced in Europe with no added sugar or salt, has recorded growth across all 10 European markets where it has been launched, accounting for roughly one in nine Heinz ketchup bottles sold in the Netherlands. In Brazil, where Kraft Heinz introduced a reformulated ketchup containing one third less added sugar and salt, the product has achieved double digit market share growth while performing statistically in line with the original Heinz ketchup on taste and purchase intent measures. Food Dive reported that the company now sees significant opportunities to apply similar innovation across its wider portfolio.
The strategy reflects a broader shift at Kraft Heinz towards products designed around what the company describes as unmet consumer dietary needs, Bloomberg reports. Beyond Heinz Zero, the group has introduced lactose free Philadelphia cream cheese, plant based spreads, gluten free Velveeta Shells & Cheese and higher protein Kraft Mac & Cheese, while also working to remove artificial colours from its US portfolio by the end of 2027. Kraft Heinz said it has already made more than 1,000 recipe changes over the past five years to improve nutrition by adding protein and fibre and reducing sugar, salt and saturated fat. The company is also increasing brand investment, with CEO Steve Cahillane saying in September that Kraft Heinz had expanded its 2026 investment programme to $700 million as it seeks to restore market momentum across its portfolio.
For Kraft Heinz, the success of its ketchup reformulations provides a blueprint for modernising established brands without abandoning the taste and identity that underpin their commercial value. The company said the healthier ketchup strategy has also reduced production costs for the Heinz brand by about 3%, creating a potential commercial benefit alongside the nutritional positioning. With more than $25 billion in annual net sales and a portfolio spanning roughly 200 brands, the ability to translate successful product innovation across categories could become an important part of its global growth strategy. The company is particularly targeting opportunities outside North America, where Heinz sauces, mayonnaise, beans and other products have room for expansion as consumer demand evolves.
