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Dive Briefing:
Kraft Heinz’s A.1. Steak Sauce is expanding its presence in the dairy aisle with the introduction of Steakhouse Butter, the packaged foods maker said in a statement, marking the brand’s first innovation outside of the sauce bottle in five years.
The product combines A.1.’s signature tart flavor with creamy butter. The company says Steakhouse Butter was inspired by consumers who create butter-based recipes for steak.
The innovation is the latest in a series of new products that Kraft Heinz is launching that are expected to drive $2 billion in net sales growth by 2027.
Dive Insight:
A.1.’s latest product launch comes as consumers spend more time preparing meals at home due to changes in eating habits caused by COVID-19 and the ongoing impact of inflation.
“From sauces to butter, we know our fans are constantly looking for new ways to recreate the steakhouse experience at home,” says Holland Robinson, A.1. brand manager.
This launch allows the 200-year-old A.1. brand to offer consumers more flavor options, building on its core association with steak. With many people making their own butter for their steaks, Kraft Heinz’s A.1. flavored condiments offer shoppers convenience and the unique flavor profile of a signature sauce. It also provides another way to stay in the A.1. family.
Steakhouse Butter is designed for steaks, but Kraft Heinz says it can also be used on side dishes like mashed potatoes and corn, which helps expand the range of foods where the A.1. brand can be used.
Kraft Heinz has been rapidly releasing new products over the past year.
Last week, Philadelphia Cream Cheese entered the baking category with Cream Cheese Frosting. The food giant saw an opportunity in the frosting market as many consumers wanted products that were free of artificial flavors and dyes and didn’t require multiple steps or ingredients.
And the Crystal Light brand added three major products to its portfolio in February for the first time in 10 years with Mixology, Immunity and Energy products. The new line taps into two popular segments: Crystal Light is already a popular blended beverage and functional beverage.
These products, along with the new steak butter, follow a common Kraft Heinz playbook: The company takes an established brand with a strong presence in a category and looks for a gap in food and beverage where the brand can thrive. In each case, Kraft Heinz is staying true to the packaged food category where the brand first thrives, so as not to confuse consumers.
