Kraft Heinz, known for its popular products like Heinz Ketchup and Kraft Mac & Cheese, is taking bold steps to expand its presence in foodservice settings such as stadiums, hotels, hospitals, schools, and restaurants. The company’s “Away From Home” division is now seen as a key growth driver, rather than just an area for extra sales.
Peter Hall, president of the Away From Home and Ingredients division for Kraft Heinz in North America, admitted that the company previously viewed these markets as “undefined opportunities.” However, the company has since transformed this segment into a strategic focus. “We are betting big, and we will continue to bet big in this space,” Hall stated, pointing to Kraft Heinz’s vision for expanding brand awareness and introducing new products outside the retail environment.
The company has strengthened its workforce, ramped up data analytics, and doubled its efforts in research and development. This push aims to get more people to try iconic products like Heinz Ketchup and Philadelphia Cream Cheese in various non-retail venues. Additionally, it opens the door for introducing items not available in supermarkets.
In the last year, Kraft Heinz’s Away From Home division saw a 14% sales increase and gained market share globally. The company projects 2% to 3% growth annually over the next decade.
Part of this success is attributed to early product launches in foodservice settings. Kraft Heinz introduced limited-edition sauces like Yuzu Wasabi and Creamy Chimichurri exclusively in restaurants. The company also revamped its condiment dispensers to cater to evolving consumer tastes, launching products like the Heinz Tap, a seven-dispenser device for sauces like ketchup and mustard.
Kraft Heinz is also looking to expand its presence beyond restaurants, targeting schools, hospitals, and stadiums. “There is a huge world away from home outside of restaurants,” Hall noted, as the company continues its mission to reach consumers wherever they go.