Kraft Heinz

Kraft Heinz

Food for Wellness


Kraft is one of the top two food manufacturers worldwide, and owns brands like Maxwell House, Toblerone and Oreo. Kraft asked Innovia to create new food ideas for a growing demographic focussed on wellness coupled with quality.


Innovia first carried out broad innovation within seven specific benefit areas chosen by Kraft. Ideas had to be supported by real scientific evidence, and we were able to identify four platforms where good science supported interesting food ideas suited to the lifestyles of the target demographic. For two platforms, we found solutions to problems previously thought intractable and tracked down little-known supportive evidence through thorough research. Working with a local chef, we developed these platforms into a dozen specific food ideas.


Several of the ideas were trialled with consumers, and Kraft is now planning which to take forward.