‘We tend to lead the way’: How Europe become a testing ground for Kraft Heinz
Kraft Heinz accounts for nearly half of Europe's ketchup market and is winning over health-conscious consumers just as weight-loss drugs reshape the industry. Now it wants to replicate that success in the U.S.
In 1886, Henry Heinz, a traveling salesman, crossed the Atlantic with his tinned goods and introduced his tinned baked beans to London's Fortnum & Mason department store, marking the beginning of a gourmet journey across Europe. Today, nearly 140 years later, Kraft Heinz controls nearly half of Europe's ketchup sales, selling over 650 million bottles annually.
Despite facing difficulties in Europe, including underinvestment, tight household budgets, and the rise of private-label goods, the company has found success in this market. Europe serves as a testing ground for Kraft Heinz's products, as the continent's diverse markets and cultural nuances provide a unique opportunity for products to evolve and succeed globally.
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