Kraft Bottles Up Its Growing Sauce Lineup Into Single, Delectable Brand Identity

Image courtesy of Kraft Heinz

Kraft is mixing up its sauce game by squeezing all its sauces, spreads, and dressings under a new banner called Kraft Sauces. This move accompanies the launch of a fresh lineup called Creamy Sauces, adding a twist to a diverse product array.

Along with these tasty additions, Kraft Sauces is rolling out a new look with its first logo update in 10 years, redesigned packaging, and a brand platform that’s all about keeping things simple and delicious in the kitchen.

Image courtesy of Kraft Heinz

The spotlight in this revamp is on aiolis, a type of sauce that’s been gaining popularity both in restaurants and home kitchens. Kraft’s Creamy Sauces line is set to satisfy those cravings with restaurant-quality flavors like Smoky Hickory Bacon, Chipotle, Garlic, Burger Aioli, and Buffalo Style Mayonnaise Dressing—with minimal effort. Condiments to the chef!

Image courtesy of Kraft Heinz

“In today’s world, we know the kitchen can be daunting for at-home cooks as culture holds them to impossibly high standards,” explains Kaitlin Roe, brand director at Kraft. “Kraft Sauces aims to show the world that you don’t have to be a professional chef to make delicious food that feels good. With our new Creamy Sauces line, alongside our beloved existing offerings, Kraft Sauces brings restaurant-quality depth, tang, and spice right to the refrigerator—empowering fans to be more adventurous in the kitchen.”

Image courtesy of Kraft Heinz

Advertising agency Wieden+Kennedy New York is behind the campaign, with production by SLMBR PRTY and BOLDLY.

This inter-condimental shakeup is all about showcasing the fun and flavor you can add to your food with Kraft Sauces. It invites people to experiment more with their meals without worrying about the culinary rules.

[via Kraft Heinz, images courtesy]