Case Study: Kraft Heinz achieves shelf-stopping impact with Shikatani Lacroix Design's packaging design

The Kraft Heinz Company launches Kraft Hazelnut Spread with Shikatani Lacroix Design and flies off shelves

The Kraft Heinz Company faced the challenge of launching a new hazelnut spread with cocoa that needed to stand out on shelf and communicate its key benefits of being low in saturated fat and containing no palm oil. To achieve this, they partnered with vendor Shikatani Lacroix Design for a packaging design solution that would leverage their existing powerful brand equity.

Shikatani Lacroix Design created a bold package with a distinctive circular "bull's eye" label that framed the iconic Kraft bears, providing immediate stopping power. This design effectively cashed in on the familiar Kraft Peanut Butter branding while clearly hinting at the new hazelnut flavor. The vendor's solution was a success, with the product flying off the shelves shortly after its launch.

The Kraft Heinz Company