Kraft Heinz Shakes Up Dressings and Marinades with Pure J.L. KRAFT Launch
Today, The Kraft Heinz Company ('Kraft Heinz') – Canada’s salad dressing category leader for nearly one hundred years – launches Pure J.L. KRAFT, a new line of shelf-stable, premium dressings and marinades. Made with no artificial preservatives, flavours, or colours, the new line-up is the first of its kind to enter Canada’s shelf-stable dressings category. Launching exclusively in Canada just in time for the summer salad and BBQ season, the new brand marks the first innovations from Kraft Heinz Canada in the salad dressing category in over five years.
While consumers are increasingly turning to homemade salad dressings and marinades, making them at home is cumbersome and time-consuming, and their creations often lack flavour variety and uniquity. Now, dressing aficionados no longer need to choose between simple ingredients and multi-layered taste. Pure J.L. KRAFT offerings mix simple ingredients in differentiating combinations to deliver delicious and exotic flavours. Now rolling out nationwide, Pure J.L. KRAFT launches with twelve bright and refreshing offerings, six of which are new to the Canadian salad dressing category: Pomegranate Zaatar, Honey & Shallots, Miso Lime Ginger, Moroccan Lemon, Orange Turmeric Poppyseed and Black Garlic & Cracked Pepper.
“It was important for us to use the actual ingredients in our materials, and not CGI, to really capture the way that something so complex and dynamic could come from these great, simple ingredients. We worked with a phenomenal team to create these practical effects and bring the flavour story to life in a way that felt particularly unexpected for a salad dressing brand.” said Jacquelyn Parent, creative director at Rethink.
“With Pure J.L. KRAFT, we’ve created products that use simple ingredients and taste like they are homemade but offer people the bold, globally-inspired flavours they are craving and convenience they are searching for in the grocery aisle,” says Stephanie Goyette, head of taste elevation platform marketing and strategy at The Kraft Heinz Company Canada. “There are endless ways to integrate our delicious flavours into your favourite at-home recipes – from dressing a salad, to topping a grain bowl, or marinading meat and vegetables for the grill. With Pure J.L. KRAFT, we’re reminding people that just because something is made with simple ingredients does not mean it needs to be boring."
“At Kraft Heinz, we take an insight-first approach to innovation, bringing new brands and products to market that address people’s evolving taste preferences. While many are leaving the salad dressing category in favour of the perceived benefits of homemade, that often means sticking with uncomplicated options or buying multiple ingredients (and only using a small quantity of each) to make time-consuming recipes. With Pure J.L. KRAFT - Kraft Heinz’s first innovation in the salad dressing category in over five years - people can have the best of both worlds. We’re proving that using simple ingredients doesn’t have to mean boring flavour in a convenient, first-of-its-kind way.” said Jenna Zylber, head of innovation at Kraft Heinz Canada
The launch of Pure J.L. KRAFT marks the third Kraft Heinz brand to launch or return to Canada in 2024, as the company prioritizes reinvigorating and expanding its Canadian footprint. Pure J.L. KRAFT underscores Kraft Heinz’s commitment to bet big on insight-driven innovation – particularly within its Taste Elevation platform – as its most prominent growth driver in North America. With the Taste Elevation platform representing 41 percent of the company’s global portfolio, the addition of the Pure J.L. KRAFT brand will provide exciting new options for the 92 percent of North Americans that are interested in trying a variety of new flavours to meet their evolving needs.
