Disrupting the Frozen Meals Category

The Challenge

Addressing the need for differentiation in the frozen meals market, Kraft Heinz aimed to create a sustainable, innovative product range that resonates with health-conscious and eco-friendly consumers. The goal was to move beyond traditional offerings with concepts that disrupt market norms.

The Approach

Kraft Heinz embarked on a journey to disrupt the frozen meals category by creating unique and sustainable products that meet modern consumer preferences. This involved extensive concept development through crowdsourcing and co-creation sessions.

The Delivery

Derived 102 crowdsourced ideas, co-created 61 concepts, selected 13 for testing, and developed an executional roadmap with inputs across all functions.

The Results

Kraft Heinz developed a portfolio of products that allowed the brand expand into a market category that is 10X it’s existing playing field.