Kraft Heinz Makes Mac & Cheese Ice Cream With Ice Cream Maker Van Leeuwen

Kraft Heinz Makes Mac & Cheese Ice Cream With Ice Cream Maker Van Leeuwen


Date: May 9, 2022
Tags: #kraft-heinz #van-leeuwen

If one were listing quintessential American comfort foods, Kraft Macaroni & Cheese would likely be near the top. So would ice cream.

And so Kraft Heinz’s internal marketing team, known as The Kitchen, took a very modern approach to showcasing these iconic foods: a partnership with ice cream maker Van Leeuwen to create ice cream that looks and tastes like the product in the iconic blue box. Jess Vultaggio, Kraft Heinz’s vice president and head of strategy and development, explained what made the partnership work.

“When the idea came to combine these two classic comfort foods in a really fun, uplifting way, what was really great is … hav[ing] a partner in Van Leeuwen, who are the experts in ice cream. Combine that with our R&D and culinary and sensory experts who are experts in the flavor and the experience that really triggers a uniquely Kraft Macaroni & Cheese taste and experience,” Vultaggio said.

The bright orange ice cream — which quickly sold out when it was first made available last summer, and is currently on shelves at Walmart stores nationwide — is one of many unconventional product releases Kraft Heinz has done over the last few years. The CPG behemoth has also created Grey Poupon wine, an Oscar Meyer bologna-inspired face mask and a candy-flavored mix-in for Macaroni & Cheese. Vultaggio said these products are a mash up of new ideas, attention-grabbing marketing, consumer research and unconventional ways to showcase what consumers love about the iconic CPG products.

For the full story, visit  Food Dive – https://www.fooddive.com/news/kraft-heinz-marketing-strategy-macaroni-cheese-ice-cream/623154/

Posted by: Sasha Villalobos

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