Kraft Heinz Brasil has announced a strategic move to consolidate its leading position in the Brazilian market for tomato-based products—the entrance of the Heinz brand into the tomato paste category.
The launch is a key part of the company’s plan to double its revenues in Brazil by 2030 and involves tomatoes grown entirely in Brazil and processed at the company’s Nova Goiás facility in the state of Goiás.
Kraft Heinz Brasil will be selling the tomato paste in a 240-gram (8.47-ounce) stand-up pouch. The tomato paste will see nationwide distribution and will be available at Brazil’s major retail chains starting this month.
“To support the launch and guarantee the visibility of the new category, the brand will count on a robust communications campaign centered on digital media, reinforcing Heinz’s technical authority and its superiority in quality,” Kraft Heinz Brasil said in a statement.
The company added: “The decision to use the premium Heinz label for the tomato paste is supported by robust data regarding consumer behavior.”
According to a survey by Toluna, 94% of consumers of tomato paste also bought tomato sauce in the last month, revealing an intersection of categories that Heinz—the current leading brand of choice when it comes to tomato sauces—is ready to capture.
“Our tomato products are made with high quality standards that guarantee perfect flavor, viscosity and color—from the seeds to harvest,” said Ariel Grunkraut, President of Kraft Heinz Brasil. “We see in the growth of home cooking a strategic opportunity to introduce a product of high performance and greater overall value. Our entrance into a category with solid growth aims to lead the profitability of this segment, making the most of the efficiency of a 100% verticalized operation.”
