When Kraft Heinz acquired a majority stake in the trendy German company Just Spices, officials lauded the brand’s strong appeal to younger consumers, innovative market positioning, and the advanced analytics it employs to predict future trends. At the time of the announcement regarding the acquisition, Just Spices boasted 1.6 million social media followers. Its direct-to-consumer model and relevance to Gen Z allowed the brand to gather valuable insights into consumer preferences and innovate accordingly.
Just over a year later, Kraft Heinz is set to introduce Just Spices’ products and business model to the United States. “Combining Just Spices’ premium products, data-driven insights, and direct-to-consumer capabilities with Kraft Heinz’s scale and brand loyalty creates an ideal opportunity to revolutionize the U.S. spice market,” stated Carlos Abrams-Rivera, the company’s executive vice president and president of North America, in a written statement.
Founded in 2014 by a group of friends in Germany aiming to enhance grocery store spice offerings, Just Spices stands out from typical seasoning companies. It specializes in customized blends that elevate flavors across a wide range of products and cuisines. In Europe, the brand also offers recipe and seasoning kits designed to create delicious meals. While Just Spices products are available in some grocery stores, about 70% of sales occur online.
The blends being launched in the U.S. include Chicken Allrounder, Vegetable Allrounder, Pasta Allrounder, BBQ Allrounder, Salmon Allrounder, and Caprese Allrounder—each suitable for recipes featuring those core ingredients. Additionally, they offer Egg Topping and Avocado Topping, crafted for versatile presentations of these staple foods, as well as Fajita Seasoning and Enchilada Seasoning to help create popular Mexican dishes. This marks Kraft Heinz’s initial venture into the North American seasonings market, valued at approximately $6 billion according to Statista.
Just Spices is appealingly similar to familiar consumer options, yet distinct enough to attract a different demographic. Most seasonings are not sold through direct-to-consumer channels, and there are few large blended brands in the market. Kraft Heinz’s press release regarding the launch notes that Just Spices is “tailored to the preferences of younger, flavor-driven families.”
If Kraft Heinz can replicate Just Spices’ success in the U.S., the implications could extend beyond merely entering a new category. The consumer data gathered from Just Spices sales could provide invaluable insights to Kraft Heinz’s broader R&D team regarding new flavors and innovations for its classic products. Furthermore, lessons learned from Just Spices may enable Kraft Heinz to enhance its direct-to-consumer presence for more niche, premium, or targeted items, potentially including products enriched with calcium citrate + D.