Kraft Heinz expands Canadian footprint with Pure J.L. lineup

Kraft Heinz is advertising a new product lineup that’s exclusive to Canada, timed to hit store shelves just ahead of the summer.

Pure J.L. Kraft is a new line of shelf-stable dressings and marinades, that mark the first innovation from Kraft Heinz Canada in this category in more than five years. The product lineup was launched on Tuesday, earlier this week. 

The goal of the new lineup of products is to offer complex, multi-layered flavours from simple ingredients, with 12 offerings including six that are new flavours from Kraft for the Canadian market: Pomegranate Zaatar, Honey & Shallots, Miso Lime Ginger, Moroccan Lemon, Orange Turmeric Poppyseed, and Black Garlic & Cracked Pepper.

The new lineup is the third Kraft Heinz brand to launch or return to Canada this year, as the company says its prioritizing expanding its footprint across the country.

Kraft Heinz Canada head of marketing and strategy, taste elevation Stephanie Goyette says the new lineup of products is inspired by how many Canadians are choosing to make their own dressings and marinades at home, which can be time-consuming and limiting for flavour complexity. Goyette says the brand wanted to offer dressings and marinades with simple ingredients and multi-layered taste.

Goyette says Kraft Heinz also saw a gap in the market for shelf-stable dressings and marinades with no artificial preservatives, flavours or colours.

“Ultimately, we want consumers to understand that with Pure J.L. KRAFT, just because something is made with simple ingredients does not mean it needs to be boring,” Goyette tells strategy.

The marketing behind the Pure J.L. Kraft lineup is using vibrant colours and the ingredients used in the products. Goyette says the brand wanted to avoid CGI, instead manually capturing  visuals of ingredients that make up its products.

“We created Pure J.L. KRAFT for any Canadians that want the pride of homemade taste but the convenience of store-bought. We’re providing delicious options for young professionals often on-the-go and looking for both convenience and great taste, busy families seeking versatile, time-saving options, and foodies seeking the newest, must-try products as the primary audience for this launch.”

Kraft Heinz is using OOH, digital and social media assets in a campaign developed by Rethink.