Kraft Heinz Eyes Revival of Once-Forgotten Brands to Fuel Growth
Kraft Heinz is betting on the resurgence of legacy products to drive relevance with modern consumers. The CPG heavyweight is leaning into nostalgia-fueled innovation, breathing new life into long-dormant brands such as Jell-O and Bagel Bites with strategic packaging redesigns and modernized formulations aimed at younger audiences.
CEO Carlos Abrams-Rivera detailed the company’s plan to bring back high-potential “forgotten” brands during a recent investor day presentation. The initiative comes as Kraft Heinz seeks to sustain momentum from its recent sales growth, particularly in North America, which in 2023 accounted for 70% of the company’s total revenue of $26.6 billion.
A renewed focus on consumer-centric innovation is underpinning this approach. Kraft Heinz is revamping Jell-O with a recipe overhaul, replacing artificial dyes and flavors with natural ingredients. Packaging formats are being updated to appeal to millennial and Gen Z shoppers with a focus on snackability and sustainability.
Bagel Bites, another heritage brand poised for revival, is also getting a refresh aimed at tapping into the quick-prep needs of younger consumers while leveraging strong brand recognition that spans decades.
The strategic pivot reflects broader FMCG trends where established brands are being revitalized through product reformulation, storytelling, and improved shelf visibility. Abrams-Rivera emphasized that these brands retain high awareness and brand equity but have been underserved in terms of innovation in recent years—a gap Kraft Heinz now aims to close.
The company’s approach includes a significant shift in its internal operating model, with streamlined decision-making and a more agile, consumer-focused innovation pipeline. Kraft Heinz has rechanneled its go-to-market strategy by leveraging real-time consumer data and reducing the time from concept to market launch.
As inflationary pressures ease, Kraft Heinz is also prioritizing value propositions to maintain category share across core segments like sauces, frozen meals, and snacks. With brand trust and nostalgia playing a more pronounced role in consumer purchasing decisions, the return of familiar favorites—backed by substantive updates—could prove a competitive edge in both retail and foodservice environments.