Kraft Heinz Invests Additional $50 Million in Ad Dollars for Brands With ‘Clean’ Ingredients

Kraft Heinz will focus on keeping consumers attached to legacy brands, like Macaroni & Cheese and Capri Sun

Kraft’s new ads will focus on the clean and natural ingredients in popular brands like its Macaroni & Cheese, which is now colored with paprika and turmeric.

Despite pledging to begin a number of cost-cutting measures following the merger of Kraft and Heinz — now the world’s fifth-largest food company — the newly formed Kraft Heinz has added $50 million to its advertising budget for 2016, all in hopes of promoting its “clean” product lines.

Like other major food companies including Unilever and Nestlé, Kraft Heinz is focused on making sure its products are in line with consumer demands for more wholesome ingredients and a greater sense of transparency between brands and buyers.

Over the next year, Kraft Heinz will introduce campaigns promoting the updated formulas of iconic brands like Kraft Macaroni & Cheese, which no longer includes artificial colors or flavors, and its organic Capri Sun line. Later in the year, the company will introduce ads for updated versions of its frozen meal selection, executives said during a recent conference call.


Despite focusing on its cleaned-up legacy brands, Kraft Heinz still aims to cut $1.5 billion in spending by 2017, with cuts that will allow the company to move forward based on “meritocracy, speed, efficiency, and collaboration,” according to an earlier statement from a spokesman for the company.