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Kraft Heinz Brasil has announced a strategic move to consolidate its leading position in the Brazilian market for tomato-based products\u2014the entrance of the Heinz brand into the tomato paste category.<\/p>\n
The launch is a key part of the company\u2019s plan to double its revenues in Brazil by 2030 and involves tomatoes grown entirely in Brazil and processed at the company\u2019s Nova Goi\u00e1s facility in the state of Goi\u00e1s.<\/p>\n
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\u2019s major retail chains starting this month.\u00a0<\/p>\n
\u201cTo 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\u2019s technical authority and its superiority in quality,\u201d Kraft Heinz Brasil said in a statement.<\/p>\n
The company added: \u201cThe decision to use the premium<\/em> Heinz label for the tomato paste is supported by robust data regarding consumer behavior.\u201d<\/p>\n 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\u2014the current leading brand of choice when it comes to tomato sauces\u2014is ready to capture.<\/p>\n \u201cOur tomato products are made with high quality standards that guarantee perfect flavor, viscosity and color\u2014from the seeds to harvest,\u201d said Ariel Grunkraut, President of Kraft Heinz Brasil. \u201cWe 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.\u201d<\/p>\n<\/div>\n