Expanding our nutrition guidelines globally.
Global Nutrition Guidelines
In 2018, we achieved our commitment to expand our nutrition guidelines globally. The Kraft Heinz regional nutrition guidelines of 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.
We exceeded our target by 6%, reaching 76% compliance with Kraft Heinz Global Nutrition Targets four years early and commit to achieving 85% compliance by 2025.
We commit to reducing total sugar in our products by more than 60 million pounds across our global portfolio by 2025.
We commit to improve use and transparency of simpler ingredients by 2025.
We commit to reducing sodium by an additional 5% in our BBQ Sauce and Kraft Salad Dressings in North America by 2025.
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 found that our guidelines go further than those of standard industry. This has been evident across specific categories where we have been assessed by credible third-party professionals or engaged with objective industry consultants.
In 2017, we announced a commitment to achieve 70 percent compliance with our Global Nutrition Guidelines by 2023. Since that time, we have been able to apply our guidelines to 82 percent of our markets globally. Among these, we are extremely gratified to report that at the end of 2019, we have achieved 76 percent compliance with our Global Nutrition Guidelines, achieving our goal four years ahead of schedule. Moreover, these guidelines provide the framework for product renovation and innovation that helps consumers meet nutrition recommendations through the products they enjoy.
In response to our progress and carrying through our commitment to continuous improvement, Kraft Heinz is proud to announce 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 and targeting the following changes in our product portfolio
- Aiming for 85 percent of our products by sales weighted volume to be compliant with our Global Nutrition Targets by 2025**
- We aim to achieve this target through reducing total sugar in our products by more than 60 million pounds across our global portfolio based off of 2019 volumes
- Reducing sodium by an additional 5 percent in our BBQ Sauce and Kraft Salad Dressings in North America
- Simplifying ingredients and
- 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. The team’s initial focus will be on artificial flavors, preservatives and colors. We have also established nutrition guidelines and guardrails for future innovation and renovation.
As one of the first widely commercially available plant-based products, we reformulated the 40-year old Boca brand in 2018 for taste and redesigned its packaging. We also worked with suppliers to improve the texture of the soy, as we look to accelerate our food and beverage brands with a focus on natural, specialty and organic brands.
We have an assortment of Heinz Beanz products that are naturally high in fiber and protein, with no artificial colors, flavors or preservatives. Originally introduced more than a century ago, this iconic range includes many products that are also gluten free, low in fat and suitable for vegetarians and vegans.
Heinz Creationz products, in the United Kingdom, are also high in fiber and protein, and ready in just 90 seconds. Heinz’ newly launched Creationz line is inspired by flavors from around the world and is made up of a carefully prepared mixture of beans or lentils with vegetables.
As part of our commitment to continually innovate and listen to consumer demand, Kraft Heinz launched a venture capital firm, Evolv Ventures, to invest in food technology companies. One of its focus areas is alternative proteins. We are committed to providing choices that help consumers feel better about the foods they eat.
In 2018, Heinz launched a line of Eat Well Soups in the U.K. The soups are low in saturated fat, with no added sugar, artificial preservatives or colors, making them a truly wholesome option for lunch. The hearty recipes have been developed by Heinz’ culinary chefs, sourcing and carefully blending nutritionally rich ingredients like quinoa, lentils, spinach, butternut squash and cannellini beans for a balanced, flavor-packed soup sensation.
To offer our consumers choices that help them meet their health and wellness goals, we have a platform of 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 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% Organic Tomatoes to meet the needs of our customers. Heinz also expanded its Grow Your Own campaign, urging families across the UK to grow their own Heinz tomatoes, to help educate consumers on the growing process and how ketchup is bursting full of tomatoes. In its fifth year (2017) of the program Heinz reached 240,000 students and families across Europe.
Heinz Tomato Ketchup No Sugar Added
Since 1985, Kraft Heinz has been taking steps to reduce the amount of sugar in several products, without impacting the unmistakable taste of Heinz. After the successful implementation of Heinz Tomato Ketchup with 50% Less Sugar & Salt in Europe, we launched our very first Heinz Tomato Ketchup No Added Sugar & Salt in April 2018 in the UK & Ireland and extended to the rest of Europe. With more than six years of recipe development, every dollop of our delicious Heinz Tomato Ketchup No Added Sugar & Salt contains the irresistible Heinz taste that consumers know and love. We also launched Heinz Tomato Ketchup Simply with No Artificial Sweeteners and 100 percent Heinz taste, to great success. And in 2019, we added Heinz Tomato Ketchup with a Blend of Veggies, full of real carrots and butternut squash for a refreshing take on everyone’s favorite ketchup, containing 25 percent added veggies and 25 percent less sugar than regular ketchup, which has also been very successful.
Innovating New Health Conscious Products
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 and health, leading trends and consumer preferences. Our focus is on incremental volumes and mix improvement coming from new products, like Boca Skillets which is high in protein, plant-based and wholegrain, or Smart Ones Frozen Bowls, which has limited calories, sodium and saturated fat. Likewise, our Heinz Creationz are high in fiber, low in fat and ready in 90 seconds. Heinz Creationz line is inspired by flavors from around the world and is made up of a carefully prepared mixture of beans or lentils with vegetables.
We launched entire portfolios of new products with reduced sugar and/or salt:
- Karvan Cevitam Syrup with 15% less sugar - the Netherlands (8 products)
- Roosvicee Multivitamin launched with 0% added sugar - the Netherlands
- Karvan Cevitam Adult Syrups (Signature Blends) launched low in sugar range (4 products) - the Netherlands
- Heinz Baked Beans No Added Sugar (reduced sugar) – UK
- Heinz Tomato Ketchup No Added Sugar – Canada
- Heinz Tomato Ketchup Low Sodium – Canada
- Heinz Baked Beans No Added Sugar – Australia
- Heinz Spaghetti No Added Sugar – Australia
- Heinz Tomato Ketchup No Added Sugar (reduced sugar and salt) – Europe, U.S., Canada
- Heinz Tomato Ketchup No Added Salt (reduced sugar and salt) – Europe, U.S.
- Wattie’s Baked Beans 50% less added sugar (30% less salt) – New Zealand
- Wattie’s Spaghetti 50% less added sugar (30% less salt) – New Zealand
- Honig Oriental Dry Pasta portfolios extended to two new dry pasta types in Oat and Spelt, and New XXL Wholegrain Pasta - the Netherlands
- Honig Wet Paste concentrated wet seasoning mix full of natural ingredients, 250 grams of vegetables recommended per dish and low in salt - the Netherlands
Likewise, we also launched various new product lines to offer consumers more choices to increase vegetables and legumes in their diet:
- Good Taste Company Chilled Meals – New Zealand
- Wattie’s SteamFresh Seasoned Veggie range & Wattie’s Frozen Vegetables (broccoli, cauliflower, edamame beans) – New Zealand
- Wattie’s Legumes in spring water (pinto beans and cannellini beans) New Zealand
A key role in product development is thoughtful partnerships that support a strong innovation platform. We joined forces with Food Network to launch Food Network Kitchen Inspirations, a new line of globally inspired salad dressings, cooking sauces and meal kits.
Improving the Products People Love
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. Whether it’s relaunching Oscar Mayer Hot Dogs or investing to return Miracle Whip to its gold-standard recipe, we’re continuously bringing new life into our iconic brands.
Our current priorities across our product categories include: removing artificial colors, flavors and preservatives; reducing sodium and added sugar where possible; and offering more gluten-free and organic choices. Some of our product offerings along these lines include the following:
- Kraft Dinner Original Macaroni & Cheese with no artificial flavours, colours or preservatives
- Heinz Ketchup with Blend of Veggies (25 percent added vegetables / 25 percent less sugar)
- Wattie’s Soup of the Day range (reduced sodium)
- Planters Pistachio Lovers Mix (good source of fiber and seven vitamins/minerals)
- Miracle Whip 50 percent less sodium and cholesterol
In addition, Oscar Mayer Deli Fresh uncured sub-brand of cold cuts was renovated to expand our Oscar Mayer offerings that are made with no added nitrates or nitrites (except those naturally occurring), with the launch of uncured poultry and ham slices. They join our Oscar Mayer hot dogs and Oscar Mayer Naturals line which also have no added nitrates or nitrites (except those naturally occurring).
* 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 and roast & ground coffee do not have specific targets; infant/toddler product targets are based on local guidelines.
** In countries with measurable data.