Case Study: Kraft Heinz unlocks beverage innovation with Dig Insights

How the Kraft Heinz beverage team unlocked category potential

Kraft Heinz, a global consumer packaged goods company, partnered with the vendor Dig Insights to address the challenge of significant brand overlap within its beverage portfolio. The team needed to identify distinct consumer demand moments to spark fresh innovation, reduce internal cannibalization, and align its cross-functional teams around a unified strategic framework, moving beyond a manufacturing-led approach to innovation.

Dig Insights implemented a solution combining mobile ethnography, large-scale quantitative research, and trends-led ideation. This process identified and quantified nine key consumer demand moments, which Kraft Heinz then used as a strategic North Star. The results included successful new product launches like Capri Sun Moon Punch, more targeted marketing campaigns, and a sustained culture of innovation with teams using a common language for long-term planning.

Kraft Heinz

Sarah Zangler

Associate Director, Consumer Insights