-NewsDesk(cbedit@imaws.org)
In a groundbreaking move aimed at revolutionizing microwave cooking, Kraft Heinz, the food and beverage giant behind iconic brands such as Oscar Mayer, Ore-Ida, and the beloved ketchup, has unveiled its latest innovation: 360Crisp technology. This cutting-edge development promises to replicate the crispiness of oven or stovetop-cooked foods, marking a significant leap forward in convenience and taste for microwaveable meals.
Alan Kleinerman, Vice President and Head of Disruption at Kraft Heinz, spoke passionately about the company’s drive for innovation. “We see innovation as the single biggest driver for our growth,” he emphasized. “Our goal is to boost net sales by $2 billion by 2027, and 360Crisp is viewed as an important innovation to help us achieve that goal.”
What sets 360Crisp apart is its ability to ensure proper cooking throughout the food. By employing strategic venting and varied heat points, this technology eliminates the all-too-familiar microwave issues of burnt crusts and cold insides. Developed in less than a year, 360Crisp is poised to change the way consumers view microwaveable meals.
Kraft Heinz plans to introduce 360Crisp to five new products across four of its renowned brands by the end of the next year. The inaugural product to feature this revolutionary technology is Lunchables Grilled Cheesies, a beloved classic. This frozen option allows consumers to enjoy a crispy exterior and melty cheese interior in just one minute. Notably, this marks the first foray of the 35-year-old Lunchables brand into the frozen food category.
Kleinerman elaborated on the choice of Lunchables Grilled Cheesies as the flagship product for this innovation: “We identified a growth opportunity after discovering that 79% of U.S. households actively purchase frozen foods. Kids’ snacking is a key driver in the frozen category, and we saw an opportunity to develop an innovation platform that shatters the notion that convenience must come at the cost of quality and taste.”
Executives at Kraft Heinz observed that although Lunchables is commonly associated with lunchtime, it also serves as a popular snack for 60% of consumers. Grilled Cheesies will be available in both Original and Pepperoni Pizza flavors, offering a range of choices to cater to diverse tastes and preferences.
Kraft Heinz’s journey into innovation doesn’t stop here. In recent months, the company has been on a roll, introducing several innovative products. These include a frozen version of its signature Macaroni & Cheese and Maxwell House’s first innovation in nearly a decade with an Iced Latte with Foam.
Lunchables, a brand known for its offerings like ham and cheese and pizza with pepperoni, has been a pivotal source of innovation for Kraft Heinz. Earlier this year, Lunchables announced its entrance into schools with two products meeting National School Lunch Program guidelines. Furthermore, the brand has partnered with Fresh Del Monte Produce to venture into the produce aisle, introducing fresh fruit products featuring pineapple, clementines, grapes, and apples.
Kraft Heinz’s relentless pursuit of innovation underscores its commitment to meeting the evolving needs of consumers by offering convenient options without compromising on quality and taste. As the company continues to break new ground, it is clear that the future of microwaveable meals is set for a crispy and delicious transformation.
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