The Kraft Heinz Company announced the launch of Just Spices in the U.S. market just one year after the Company completed its acquisition of a majority stake in the business. Just Spices is expected to be a critical growth driver for Kraft Heinz’s Taste Elevation business focused on flavour enhancement. As outlined in its long-term strategy, it is one of the Company’s platforms for continued growth.
“Just Spices will elevate the overall cooking experience for American families, just as it has done in Europe for nearly a decade,” said Carlos Abrams-Rivera, Executive Vice President & President of North America, Kraft Heinz.
“Bringing together Just Spices’ high-quality product, data and direct-to-consumer capabilities with Kraft Heinz’s scale and brand loyalty creates the perfect storm to disrupt the U.S. spice category as we know it.”
Launched in 2014, Just Spices trailblazed the category with its 170-plus product portfolio that includes offerings for diverse meal occasions ranging from breakfast and light snacks to salads and baking and a broad range of savoury, sweet, classic, and exotic flavours.
Just Spices’ growing business sells approximately 70 percent of its ready-made and one-step spice blends directly to consumers. Its remaining sales through major grocery retailers, both in-store and online, are in Germany, Spain, Austria, the UK and Switzerland.
Just Spices’ approach to machine-learning product innovation is geared towards the needs of younger, flavour-forward families. The brand’s advanced analytics allowed it to identify early consumer trends and flavour preferences by region. Based on consumer sentiment for these trends, Just Spices creates, customises and optimises its product line accordingly.
“Just Spices blends have become household staples in many countries throughout Europe, and we’re thrilled to bring Americans the opportunity to cook with more creativity and flavour,” said Nadja Francis, U.S. General Manager at Just Spices.
Francis explained the incentive was to remove complications of homemade meals, with the goal being to take the guesswork out of cooking and meal-prepping of any dish, whether for toppings, blends, or all-around products. The General Manager emphasised that they did not sell ingredients but meal solutions.
With the brand’s colourful labels, versatile flavours, and unique applications, Francis is confident consumers will never be bored in the kitchen again when using these spices.
Just Spices is focused solely on blends, creating three categories to match specific usage occasions without investing in a pantry full of spice jars, such as Allrounders, Seasonings, and Toppings. The initial launch of Just Spices in the U.S. will include ten of its community-favourite products, including Chicken Allrounder, Vegetable Allrounder, Pasta Allrounder, BBQ Allrounder, Salmon Allrounder, Caprese Allrounder, Egg. Toppings include Avocado Topping, Fajita Seasoning, and Enchilada Seasoning.
