There’s one brand that has become a staple in my fridge (and on my steaks!) that I didn’t even realize was owned by Kraft Heinz.
Given that I’m a bit of a health girlie, I’m always on the lookout for clean, better-for-you swaps.
Years ago, my aunt and uncle told me about this steak sauce that reminded them of A.1., one of my childhood favorites. The difference? This one had better ingredients and a cleaner label.
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That brand was Primal Kitchen, and ever since, it’s had a permanent spot in the door of my fridge.
Today, it’s not just the steak sauce. I’ve rotated in their dressings, mayos, and marinades, too. They’ve become part of how I make everyday meals feel just a little bit healthier.
What surprised me was learning that this modern, health-focused brand sits under the Kraft Heinz umbrella — the same company best known for processed ketchup, mac & cheese, and other pantry classics.
It’s a contrast that says a lot about where the food industry is headed. Because while Kraft Heinz’s legacy products have been slowing, its better-for-you portfolio is booming.
Kraft Heinz better-for-you brands see surge in sales
Kraft Heinz’s latest quarterly report showed that overall sales slipped 1.9%, reflecting weaker demand in North America and other developed markets.
That slowdown highlights the pressure on many of the company’s long-time staples. Cold cuts, frozen snacks, powdered beverages, and even some coffee products struggled as shoppers pulled back.
Consumers are changing their habits: buying smaller amounts, trading down, or avoiding certain aisles altogether.
But one part of the business is telling a different story. Kraft Heinz pointed to its better-for-you lineup as a rare bright spot.
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“Even in today’s environment where conversations center around value, we are also seeing consumers prioritize better-for-you options,” said CEO Carlos Abrams-Rivera in its earnings remarks.
Two standouts were highlighted. Heinz Simply Tomato Ketchup, made without high-fructose corn syrup, grew 17%. And Primal Kitchen — the health-focused brand that’s become a staple in my own fridge — jumped 24% in the quarter.
It’s one of the few areas where consumers are still willing to spend more, showing that clean-label products are gaining ground even when wallets are tight.
Can health-focused brands offset Kraft Heinz declines?
The momentum in better-for-you products is more than just a footnote. Kraft Heinz reaffirmed its full-year outlook, signaling confidence that growth in these categories can help offset weakness elsewhere.
It’s also part of a bigger industry story. Rival food giants from General Mills to PepsiCo have been calling out the same trend: consumers will hunt for deals on snacks or packaged staples but still trade up for products they view as healthier.
For Kraft Heinz, that means its future could look very different from its past.
Instead of being known mainly for processed staples, the company now has the chance to scale brands like Primal Kitchen into household names — and reshape its image in the process.
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The challenge is whether these bright spots can grow quickly enough to counterbalance lagging categories like cold cuts and powdered drinks.
If they can, Kraft Heinz may not just survive the shift in consumer habits — it could thrive because of it.
For investors, that’s the bet: a portfolio that mixes heritage brands with fast-growing health-focused options.
And for consumers like me, it’s proof that even the biggest food companies know better-for-you isn’t just a fad…it’s the new staple.
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