The big cheese: Kraft Heinz targets new biscuit brand at Chinese millennials

By Gill Hyslop

- Last updated on GMT

Kraft Heinz has launched quirky flavored Oreo lookalikes on the Chinese market. Pic: Kraft Heinz
Kraft Heinz has launched quirky flavored Oreo lookalikes on the Chinese market. Pic: Kraft Heinz
Kraft Heinz has rolled out a new Oreo lookalike biscuit brand targeting young Chinese adults, featuring unexpectedly odd fillings.

Kraft Jif Jaf’s chocolate sandwich biscuit range includes unusual fillings such as cheese, matcha tea and chilli, “making for an adventurous and experience-filled snacking moment,” ​said Roshni Chatterjee, head of White Space Innovations, APAC, at Kraft Heinz.

“Each flavor has its own character persona inspired by their respective fillings. The Big Cheese is a charmer, Chilly Billy is an adrenaline junkie, whilst Mat Chakra’s matcha filling makes him too zen for his own good.”

The range of sandwich biscuits, wafers and butter cookies has been launched through a strategic partnership with Alibaba’s T-Mall e-commerce platform.

The launch was the result of 12 months of development between the FMCG giant and independent creative agency Jones Knowles Ritchie (JKR) Singapore.

Just a bit odd – but interesting

Under the banner ‘Discover Deliciously Different’, Kraft Jif Jaf (or quzu in Mandarin, translated as “interesting clan”) launched with its own T-Mall flagship store and is supported by a comprehensive media campaign including videos, influencer endorsements, OOH and social engagement.

“Snacking is a multibillion-dollar category in China, where consumers have a diverse, experimental and an adventurous food culture. Our aim was to build a charismatic brand that would disrupt established consumer habits and drive impulse purchase,”​ said Chatterjee.

“As a country with a diverse, adventurous and experimental food culture, Kraft Heinz is committed to introducing new brands and products in China to continue to stay relevant to consumers.”

Strategy director Katie Ewer added, “We loved the idea that the chocolate exterior of a Jif Jaf conceals an unexpectedly odd filling. Jif Jafs are a little bit odd inside – just like all of us.”

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