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Industry NewsKraft Heinz partners with startups on five new brands

Kraft Heinz partners with startups on five new brands



Kraft Heinz has unveiled the first five brand partnerships developed by its Springboard brand incubator, which was created in March to find and develop innovative new food offerings.

Springboard has partnered with five food startups in the snacking category:

·         Ayoba-Yo meat snacks;

·         Cleveland Kraut fermented food;

·         Kumana avocado-based sauces;

·         Poppilu antioxidant lemonade;

·         Quevos egg-white snacks.

Kraft Heinz says Springboard will bring two ‘classes’ of five startups on board each year. It will not take a direct stake in the startups but will provide funding, as well as access to its own resources and economies of scale.

The partnerships are part of a pattern that has seen large, established brands like PepsiCo, General Mills and Coca-Cola develop their own incubator arms to bring fresh, innovative ideas on board as traditional sales channels stagnate. Kraft Heinz’s own sales for last quarter were down 3.3 per cent in the US.

Photo: Ayoba-Yo meat snacks

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