Kraft Heinz recently launched consumer-driven, data-backed initiatives to transform the sauces & condiments aisle and the Mexican food category, driving sales growth and improving shopper engagement.
The brand worked with multiple partners to understand sauces & condiments shopper behavior. Kraft Heinz redesigned the aisle layout to improve shopper engagement and implement vertically oriented shelving principles that enhanced product visibility and grew total sales 2-3%.
Kraft Heinz redesigned the Mexican food section to improve shopability for current shoppers and capture new Gen Z shoppers. Insights from research partners resulted in a layout that supported the consumption occasion. Kraft Heinz also developed merchandising pieces to attract shoppers outside the aisle. The Taco Bus was displayed in Strack & Van Til.
