Kraft Heinz launches new meal kit and cooking range

Kraft Heinz has announced the launch of SOSU from Amoy, a new range of meal kits and cooking ingredients that it says “bridges the richness of Pan-Asian regional cuisine with the practicality of meals you can make in 15 minutes”.

The kits are designed to cater to consumers with “culinary ambitions” but not much time for cooking.

SOSU from Amoy offers an assortment of culturally diverse pan-asian recipes, in the form of meal kits and standalone cooking ingredients.

Each meal kit includes a recipe and specialised ingredients, making complex recipes easy, accessible, and time efficient. It is also suitable for vegetarian and vegan.

SOSU from Amoy will launch in Tesco stores around the UK starting with its Japanese and Korean lines. The range of meal kits was developed by Kraft Heinz’s New Ventures unit in partnership with strategic design firm Designit.

The two worked together at the concept stage, conducting consumer research and cultural analysis to address existing consumer tensions.

Robust testing followed which produced a range of products designed to meet evolving consumer needs in the food industry.

Designit also contributed to the branding and point of sale marketing.

Caio Fontenele, new ventures director at Kraft Heinz said: “The New Ventures business unit was enacted to accelerate innovation in our business and to bring new products and food solutions to the market in an agile way.

“We partnered with Designit to trully explore and address emerging consumer needs that fit our innovation strategy and have scale potential.

“With SOSU from Amoy, we have packaged affordability and practicality, without losing aspects of curiosity and high-quality food. This meal kit and cooking range will allow consumers to eat well and explore new cuisines, without taking too much time out of their already busy days – that is the beauty of SOSU.”

James Buchanan, executive director at Designit London said: “Since partnering with Kraft Heinz we’ve been able to help the New Ventures division bring three new, innovative products to market. Each one is designed to meet a real need in peoples’ lives while also addressing some of the cultural tensions that exist in food right now.

“Working with international cuisine, it was important to avoid any stereotypical banding. We crafted a neutral yet elegant design for packaging that represents the specific regions that the recipes are from, while avoiding any archetypal symbolism or imagery.”

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