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Snacks & Candy

New Kraft Heinz Platform to Develop Disruptive Brands

Program focuses on natural, specialty, health and experiential sectors

CHICAGO -- The Kraft Heinz Co. has launched Springboard Brands, a new platform dedicated to “nurturing, scaling and accelerating” growth of disruptive brands in the food and beverage sector, the company said.

Springboard looks to develop brands in four areas: natural and organic, specialty and craft, health and performance, and experiential. Here's how it works: Indepedent brands apply to Springboard, and those selected continue their daily operations with Kraft Heinz’s assistance in various facets, including market capabilities, research and development and consumer insights.

“We are committed to support and partner with teams that will impact the future of our industry,” said Sergio Eleuterio, general manager of Springboard Brands. “We are actively searching for emergent, authentic brands that can expand into new categories and are looking to build a network of founders to help shape the future of foods and beverages.”

Springboard includes a 16-week incubator program, designed to drive young food and beverage products and brands into investment-ready businesses. Brands must meet three requirements for acceptance into the program: They must fit within one of the four areas, be first to market and have a minimum viable product. Selected companies will receive resources including high-quality pilot plants and commercial kitchens at Kraft Heinz’s Innovation Center in Glenview, Ill, and gain insights on Kraft Heinz’s management, global operating scale and food-safety practices. Participants may also receive financial support for building their brands.

Chicago-based Kraft Heinz is a leading food and beverage company. Its brands include ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Smart Ones and Velveeta.

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