Product Health & Nutrition
We're aiming for 85 percent of our products by sales weighted volume to be compliant with our Global Nutrition Targets (GNTs) by 2025.**
Improve product health & nutrition by achieving 85% compliance with Kraft Heinz Global Nutrition Targets by 2025.
ON TRACK: 75%
Reduce total sugar in our products by more than 60 million pounds across our global portfolio by 2025.
Reduce sodium by an additional 5% in our BBQ Sauce and Kraft Salad Dressings in North America by 2025.
Improve use and transparency of simpler ingredients by 2025.
Global Nutrition Guidelines
In 2018, we achieved our commitment to expand our nutrition guidelines globally. The Kraft Heinz regional nutrition guidelines for the U.S., Europe, Australia and New Zealand were used as a starting point to set our Global Nutrition Guidelines. The new Global Nutrition Guidelines identify nutrient targets for our products, with a focus on limiting sugar, sodium, saturated fat and calories. In addition, we continue to focus on increasing positive nutrients and offering alternative ingredient choices.
As part of this process, the Kraft Heinz Global Nutrition Group identified upper limits for calories, sodium, sugar and saturated fat across the 49 categories that represent our total global portfolio. Products that meet these nutrition guidelines align with globally – recognized dietary recommendations from the World Health Organization, the National Academies of Sciences, Engineering and Medicine, and the European Food Safety Authority.
For some of the key products in our portfolio that we have developed these guiderails for, we have been assessed by credible third-party professionals or engaged with objective industry consultants.
In 2020, Kraft Heinz announced that we are committed to:
- Continuing to apply our Global Nutrition Targets to all of our products*, which include upper limits on calories, sodium, sugar and saturated fat.
- Publishing our Global Nutrition Targets, which can now be found here and targeting changes in our product portfolio.
Through 2020 we have achieved approximately 75 percent compliance with our Global Nutrition Targets (GNTs). This was due to significant shifts in our products sales mix throughout 2020. However, we continue to innovate and renovate our existing product portfolio favorably toward our GNTs and delivering tasty products, as well as make progress on increased measurable data coverage globally, all while we continue to further standardize and verify our metrics with leading external benchmarks.
We aim to achieve our overall nutrition compliance target by:
- Reducing total sugar in our products by more than 60 million pounds across our global portfolio based off of 2019 volumes by 2025. In 2020, we nominally decreased total sugar in our products by less than one percent of our 2025 commitment, and set initial roadmaps for key projects that we anticipate will enable us to achieve this challenging target in years to come
- Reducing sodium by an additional five percent in our BBQ Sauce and Kraft Salad Dressings in North America by 2025.
- Simplifying ingredients.
- Increasing our offerings of plant-based proteins.
We have set up a cross-functional team to also evaluate how our products can be simplified by using more ingredients that consumers recognize and are likely to use at home in their kitchens. Our teams have initially focused on artificial flavors, preservatives and colors.
Heinz by Nature: Made from Nature, Close to Homemade
Heinz introduced Heinz By NatureTM, a new lineup of baby food, including options that are organic, and made with natural ingredients and acerola cherry. Propelling the category forward, it’s made with simple processes like washing, chopping, heating and pureéing - it’s made from nature, close to homemade. The lineup also includes recyclable glass jar formats for parents looking for more eco-friendly and transparent packaging.
Innovating New Health Conscious Products
Increase our plant-based offerings.
The Heinz brand has been making high quality, plant-based products for over 150 years, and plant proteins like beans have been part of this for decades.
Responding to consumers’ increasing gravitation towards ‘flexitarian’ lifestyles, the Heinz and Wattie’s Plant Proteinz range was launched in March 2020 in the Australian market and followed with a New Zealand launch in June. Each serving contains 15g of plant protein and a mixture of hearty vegetables, legumes and beans, designed to showcase the exciting and delicious flavor potential that Heinz is known for.
‘Pulse of the Nation,’ a consumer study commissioned in 2019 by Heinz Australia, found there is increasing interest among consumers in reducing their meat intake. The Plant Proteinz soup range offers these consumers tasty plant protein-based alternatives to meat at an affordable price, so that everyone can make a choice and pick up a convenient plant-protein based meal that doesn’t compromise on tastiness and heartiness.
To offer our consumers choices that help them meet their lifestyle and wellness goals, we have brands with organic offerings that we are constantly looking to expand.
United States: In the United States, our certified organic products adhere to the U.S. Department of Agriculture’s National Organic Program standards and regulations. Our organic certified products include Capri-Sun organic juices and Heinz organic ketchup. All agricultural products meet organic criteria and less than 5 percent of the total product contains allowable non-organic ingredients. Our Kraft Macaroni and Cheese Dinner made with organic contains over 70 percent certified organic ingredients.
Canada: In Canada, our organic products comply with the Canadian Organic Standards as required by the Canadian Organic Regime (COR). Examples include our Kraft Dinner organic Original Macaroni & Cheese, Heinz organic tomato ketchup, Classico organic pasta sauces, and Heinz organic baby foods and cereals.
Europe: In Europe, we offer Heinz tomato ketchup with 100 percent organic tomatoes to meet the needs of our consumers. In the U.K., we also offer our delicious Heinz baked beans and cream of tomato soup with organically grown beans and tomatoes.
At Kraft Heinz, we see challenges as opportunities for innovation and a way to provide better products for our consumers. We aim to create innovations that satisfy consumer demand for new and health conscious brands that they can feel good about. We do that by constantly researching, developing and launching products that reflect modern tastes, leading trends, and consumer preferences. Our focus is on incremental volumes and mix improvement coming from new products.
We are investing into and developing technologies to address several areas, including:
Sweeteners and Reduced Sugar: Developing innovative plant-derived sweetener bundle technologies to achieve up to 50 percent sugar reduction in Kraft Heinz products.
Preservatives: Developing preservatives using plant extracts and fermentation technologies.
2020 Success Stories
In September of 2020, we launched Honig Pulses Pasta. This pasta is made with 50 percent pulse powder, durum wheat and egg albumen. The product has the bite and appearance of regular pasta, but is lower in carbohydrates while being a source of protein and is higher in fiber respective to the particular SKU, than regular pasta. It is available in three different shapes with different type of pulses: yellow lentil penne, chickpea fusilli, and yellow pea macaroni.
In June 2020, we launched Heinz salad dressings sprays. We launched a new range of salad dressing sprays designed to eliminate the deluge of dressing that can occur with pours from a standard bottle, the all new smart spray bottle from Heinz delivers just one to two calories per serving, without losing out on great taste.
Throughout 2020, Kraft Heinz China had a number of product health success stories, including:
- “No added flavor” for full Heinz infant portfolio, including cereal, noodle, fruit crush, and biscuits.
- Removal of natural flavor from Heinz fruit crush.
- Sugar removal initiatives for all Heinz Infant products, achieving sugar reduction from the whole cereal portfolio with an average 15 percent reduction from recipes, estimated to contribute on average approximately 430 tons of sugar reduction annually.
Global Product Improvements
Kraft Heinz has a long-standing commitment to improve the nutrition of its beloved brands and products, and we aim to consistently deliver the quality ingredients and products that our consumers are asking for. Our current priorities across our product categories include: removing artificial colors, flavors and preservatives; reducing sodium and added sugar, and offering more gluten-free and organic choices.
* These targets are based on daily intake recommendations published by the World Health Organization, the European Food Safety Authority and the National Academies of Sciences, Engineering and Medicine. Foodservice items do not have specific targets; infant/toddler product targets are based on local guidelines.
** In countries with measurable data.