Kraft Heinz shakes up the dressing aisle

A new 3.2-oz hourglass-shaped stand-up pouch for salad dressing from Kraft Heinz allows consumers to customize their salads Anytime! Anywhere!

Pfw 1686 Kraft Dressings Branding Lowres

Filling the gap in the salad dressing market between a foodservice sachet and a full-size bottle for retail is a shapely new two-servings-plus pouch from The Kraft Heinz Co. that is commanding attention on shelf with its unique format and vibrant graphics. Introduced in early 2016, the stand-up pouch for Kraft Anytime! Anywhere! is portable and resealable, offering consumers the ability to tailor their salads on-the-go.

“We saw several trends that pointed to the need for a more portable and differentiated format,” explains Lindsey Walter, Brand Manager for Kraft Heinz. “First, packaged salads and kits, which offer a convenient and customizable experience, are growing, while shelf-stable dressing has not kept pace. Second, main-dish salads are growing, especially at the lunchtime occasion. Consumers had expressed frustration about a lack of convenient, portable options and were dealing with soggy salads or even lugging a 16-ounce bottle with them. Lastly, our consumers are looking to mix up their salad routine and explore a variety of flavors”

The 3.2-oz pouch from Bemis has an hourglass shape suggestive of the Kraft Heinz dressing bottle, and is constructed of a proprietary, four-layer, foil-based film that provides the necessary barrier protection, compatibility with filling equipment, and printability. Following consumer studies by Kraft Heinz to gauge feedback on the concept, Bemis gathered together all the project stakeholders in early 2015 for a two-day session to develop workable pouch prototypes.

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