Case Study: Kraft Heinz achieves stronger brand equity and lower packaging costs with Ziba

Kraft Heinz saves over $10M a year with Ziba redesign

The Kraft Heinz Company, a major global food and beverage company, faced a challenge as its iconic Heinz ketchup brand was losing ground in an increasingly competitive and fragmented condiment market. To rebuild brand equity and improve sustainability, Kraft Heinz engaged the design firm Ziba to understand the brand's core appeal and undertake a strategic redesign of its packaging.

Ziba's solution was to emphasize the unique brand elements that inspired consumer love, such as the product's thickness, the faceted-scalloped bottle shape, the keystone label, and the raised "57." The vendor simplified the product line and updated the bottle and cap designs to make these features more prominent and recognizable. This redesign not only celebrated the brand's heritage for loyalists but also significantly reduced packaging material, saving Kraft Heinz over $10 million annually in costs.

Kraft Heinz Company