The launch brings the concept of A Pepper Trip
After launching flavored products in the mayonnaise, ketchup and mustard categories, Heinz announces the entry into a new new category: peppers. Combining the spiciness, so loved by consumers of this type of product, with the quality and flavor characteristic of the brand’s products, the launch brings the concept of A Pepper Trip, with three options and different levels of spiciness.
This was the first Kraft Heinz Brasil product developed in a co-creative process with a group of consumers. Firstly, the brand placed a fake ad on its social networks announcing the launch of the peppers – this ad generated 2x more clicks than the average ad in the food category, showing a great interest in this product proposal. In a second stage, Heinz invited a group of consumers who were interested in the idea to help, with the help of chefs, in co-creating the recipe to refine the flavor, texture and intensity of the spiciness until arriving at the final three flavors: Thai, Korean and Mexican.
Heinz invested in the new Taste Elevation category due to three key factors: frequency – the high consumption of pepper in Brazilians’ daily lives, occasion – as it combines with numerous dishes, increasing consumption occasions, and differentiation – the peppers already existing in Most of the gndolas are very similar.
We believe that pepper cannot all be the same, and Heinz is the brand that always brings differentiation and superiority in flavor, which is why we sought out 3 flavor profiles from global cuisine, with 3 different intensities of spiciness, to please the most diverse palates, comments Marta Oliveira, director of strategy and transformation at Kraft Heinz.