Case Study: Kraft Heinz Canada reinvigorates Kraft Dinner packaging and appeals to Millennials and Gen Z with Shikatani Lacroix Design

Kraft Heinz Canada refreshes Kraft Dinner packaging across 4 formats with Shikatani Lacroix Design

Kraft Heinz Canada faced a challenge with its Kraft Dinner brand, which was losing relevance with Millennial and Gen Z consumers despite being a Canadian classic. The vendor, Shikatani Lacroix Design, was enlisted to help revitalize the brand's package design to re-engage this core audience and counter new competition.

Shikatani Lacroix Design transformed the packaging by maintaining its classic architecture while adding an iconic cheese drip to highlight a product improvement and boost appetite appeal. They also refreshed the look of KD Snack Cups and launched new flavors. This solution successfully improved shopability, elevated customer awareness, and helped grow the brand's snacking business, ensuring Kraft Dinner remained a staple.

Kraft Heinz Canada