HomeBake 425/:30 is Kraft Heinz’s latest foray into frozen
The company informed FoodNavigator-USA that its HomeBake 425/:30 series “a family-friendly mix-and-match collection of frozen appetizers, sides and vegetarian dishes made with quality ingredients.”
Homebake uses proprietary skillet technology designed to roast and bake at 425 degrees in 30 minutes with no meal prep or dexterity. Each pan is recyclable, offering minimal cleanup for consumers, according to the Kraft Heinz team.
“Unlike traditional entrees, vegetables and side dishes that are sold in separate sections of the grocery store and require individual preparation, HOMEBAKE 425/:30 is sold on the same shelf in the freezer aisle for a one-stop shop, making meal planning easier than ever before” explained the Kraft-Heinz team.
Conquer the time and cost conscious consumer
Consumer behavior data commissioned by the company showed that 61% of American shoppers prefer a home-cooked dinner, while a third of those consumers are dissatisfied with the bottom line — “that’s over 3.7 billion home-cooked dinners missing the target,” the company was quoted as saying the company.
With its traditional home cooking line, the company is focused on attracting busy consumers who can benefit from Homebake’s 500+ menu combinations across 15 appetizer and side staples.
The company’s Homebake line of products caters to the time- and cost-conscious consumer. With food prices fueled by inflation, frozen foods offer consumers an opportunity to benefit from quality and value. In 2021, the frozen food market topped $70 billion, up 31% from 2019, according to NielsenIQ, as reported by SuperMarket News.
Frozen food is typically referred to as a backup meal for new frozen food buyers, based on a report by the American Frozen Food Institute and FMI – The Food Industry Association. As the frozen food market gains momentum from the pandemic, this is an opportunity for brands to create all-meal solutions.
HomeBake 425/:30 as one of several new product launches this year in line with growth strategy
The company reported on a four-pronged strategy to recapture lost market share in the first quarter that includes “disruptive innovation and consumer-centric expansions,” reported by FoodNavigator-USA last week.
The HomeBake line, which achieved a 92% repeat purchase rate, is one of several new product launches consistent with the company’s redesign of the product portfolio, which is underscored by technology and anticipates consumer needs.
CEO Carlos Abrams-Rivera cited Homebake’s 30-minute cook time as a “possible technology platform” where everything cooks at the same time, “just like homemade.”
This is the company’s first meal solution product to launch this year, while more recent launches have focused on condiments and condiments, including four other Hot Varieties sauces, plant-based mayo and dressing, NotMayo and the US debut of Just Spices.