Just Spices
Kraft Heinz has expanded the German direct-to-consumer spice brand to the US to accelerate its Taste Elevation portfolio, focused on driving flavour into applications like bakery goods and snacks.
“Just Spices will elevate the overall [eating] experience for American families, just as it has done in Europe for nearly a decade,” said Carlos Abrams-Rivera, executive VP and president, 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 US spice category as we know it.”
Launched in 2014, Just Spices trailblazed the category with its 170-plus product portfolio that includes offerings to spice up occasions ranging from breakfast to baking.
Just Spices’ approach to innovation is geared towards the needs of younger, flavour-forward families. The brand’s advanced analytics allows it to identify early consumer trends and flavour preferences by region, based on consumer sentiment for these trends. The company then creates, customises and optimises its product line accordingly.
According to Nadja Francis, US general manager for Just Spices, the brand doesn’t sell ingredients, it sells sensory solutions.
“Just Spices blends have become household staples in many countries throughout Europe, and we’re thrilled to bring Americans the opportunity to [be more creative with flavour],” she said.
“From the colourful labels to the versatile flavours and unique applications, consumers will never be bored in the kitchen again.”
Just Spices focuses solely on blends in three categories – Allrounders, Seasonings and Toppings – and the initial launch in the US will include 10 favourites: namely Chicken Allrounder, Vegetable Allrounder, Pasta Allrounder, BBQ Allrounder, Salmon Allrounder, Caprese Allrounder, Egg Topping, Avocado Topping, Fajita Seasoning and Enchilada Seasoning, available online for a RRP of $6.99.