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Kraft Heinz redefines home-cooked convenience with its launch of HOMEBAKE 425°/:30 which acts as a one-stop solution to cook food in a standard oven at 425 degrees within 30 minutes.
Kraft Heinz’s press release says that about 61% of U.S. consumers prefer a homemade dinner each night. More than a third are disappointed with their end product. Homebake 425°/:30 brand gives a one-stop solution to this. The products of Homebake require less preparation time and the consumers can cook their products in a standard oven at 425 degrees within 30 minutes.
The packaging is designed to serve 4 and can provide a component of a family dinner. This diverse menu of 15 base products can rise to 500 possible menus. HOMEBAKE 425°/:30 menu includes:
- 5 Mains courses: Chicken Parmesan, Southwest Style Chipotle Chicken, Pulled Pork with BBQ Sauce, Italian Style Meatballs, Garlic Butter Chicken Scampi.
- 5 Sides: Southwest Style Cheesy Rice, Parmesan Crusted Potato Medley, Loaded Scalloped Potatoes, Homestyle Mac & Cheese, Creamy Tomato Tuscan Style Pasta.
- 5 Veggies: Italian Style Cauliflower, Cheesy Broccoli, Green Bean Casserole, Teriyaki Vegetable Blend, Mexican Style Creamy Corn.
According to the American Frozen Food Institute, nearly four in 10 shoppers said they consumed frozen foods at least once every few days, in 2020 as a result of COVID-19. About 83% of the shoppers considered frozen food as a backup solution, but many said they buy items with specific meals in mind. Kraft Heinz using its proprietary technology offers a unique design to cook together in one standard oven at 425 degrees for 30 minutes, for the first time in the industry. It gives consumers solutions for quality, convenience, customization, and taste.
According to more recent data from SPINS, sales of frozen food continue to increase. In January 2022, SPINS found that frozen food sales increased by 26% when compared to 2020. They also added that the sales of frozen entrees were up 9.8% compared to the previous year. Homebake latest innovation of Kraft Heinz meets the needs of the consumers. It increases the pace of innovation, redefines product development, and leverages breakthrough technologies to develop better products. This fastens the process of cooking without compromising the flavour and consumer’s expectations from the brand.
As a result of inflation and a hike in food prices, two-thirds of consumers said they bought the same amount or more frozen food. More than 8 in 10 said they plan to buy the same amount or more frozen foods in the next three to six months. According to a survey from Advantage Solutions, half of the consumers said frozen foods are a good value, in the month of February. Homebake caters not only the consumers who are pressed for time but also meets the need of consumers who are cost conscious.
Kraft Heinz officials said in February that they are redirecting their efforts to enhance innovation, which the firm regards as its best engine of growth, at the Consumer Analyst Group of New York conference. Thus, Kraft Heinz developed a process called One Innovation Engine. The method reimagines product creation and makes use of ground-breaking technology to build a portfolio that offers value to consumers based on both present and future needs. According to Kraft Heinz North America Zone President Carlos Abrams-Rivera, One Innovation Engine consists of cross-functional, committed teams that collaborate to develop innovative products swiftly. By 2027, the corporation hopes to generate $2 billion in net sales from just these innovative projects.
The Homebake lineup includes nothing particularly healthy. The lineup includes pork with barbecue sauce, meatballs, green bean casserole, and scalloped potatoes and they are loaded with cheese. Kleinerman said, “For this consumer, taste really is number one, with convenience being number two. I wouldn’t call this a dish that is health-forward by any means, it’s a taste-forward dish”. But, he said, the brand is still focused on “high-quality” ingredients which can be consumed by people on a regular basis. The Homebake idea fits with Kraft’s overarching aim for increasing sales without too much care about providing goods seen as healthful.