Kraft Heinz is increasing its consumer-facing marketing and spending as it navigates challenges related to food mergers, brand strategy, and consumer demand shifts. The company is under scrutiny as experts warn that flawed mergers may have impacted its performance, with concerns that brand identity and cultural alignment are more critical than financial integration. Meanwhile, other food industry developments include Nestlé facing controversy in France over filtration practices, Mars partnering with a biotech firm to improve cocoa crops, and growing trends in functional coffee, gluten-free products, and plant-based foods. Bread producers Hovis and Kingsmill are advancing a historic merger, and the global plant-based food market, particularly plant-based eggs, is expanding rapidly.

The plant-based egg substitute market is experiencing rapid growth, projected to expand from USD 4.25 billion in 2024 to USD 13.10 billion by 2032 at a compound annual growth rate (CAGR) of 15.12%. Driven by rising veganism, health concerns, allergies, environmental sustainability, and food innovation, these products are gaining traction across retail and foodservice sectors. Key companies include Eat Just, Beyond Meat, Impossible Foods, JUST, The Tofutti Brands, Monde Nissin, Follow Your Heart, Amy's Kitchen, Hampton Creek, Food for Life Global, SunOpta, Kraft Heinz, Nestlé, and Unilever. Market trends include expansion in foodservice, clean-label preferences, protein fortification, and regional growth in Asia-Pacific and Latin America. Innovations such as shelf-stable options, hybrid products, and customizable formulations are expected to shape future development.

Kraft Heinz, the food and beverage company with well-known brands such as Heinz and Philadelphia, is increasing its consumer-facing marketing spend from 65% to 85% of total marketing budget. The company currently allocates 4.5% of sales to marketing and aims to optimize spending by improving the quality of messaging and allocation across media channels. CEO Carlos Abrams-Rivera highlights the role of its in-house agency, The Kitchen, and its Brand Growth System in driving creative excellence and brand relevance through internal talent and external partnerships.

Kraft Heinz and Live Nation have entered into a multi-year partnership to feature Kraft Heinz's iconic condiments and mac and cheese products at 80 Live Nation venues across the United States. The partnership includes Kraft Heinz becoming the Official Condiment and Official Mac & Cheese of these venues, with products like HEINZ Ketchup, Mustard, Relish, and KRAFT Deluxe Mac & Cheese integrated into menus at concerts, festivals, and events. The collaboration launches at Lollapalooza from July 31 to August 3, with HEINZ serving as the presenting sponsor of 'Chow Town,' the festival’s food destination. The initiative aligns with both companies' strategies to enhance fan experiences through food and entertainment, supported by consumer insights indicating that nearly half of fans identify as foodies and two-thirds are open to trying new flavors at live events.

The Saudi Arabia frozen vegetables market is projected to grow from USD 416.9 million in 2024 to USD 659.62 million by 2033, with a compound annual growth rate (CAGR) of 5.23% from 2025 to 2033. Growth is driven by urbanization, expanding retail infrastructure, rising health awareness, and increasing demand for convenient, nutritious meal options. Key factors include advancements in cold chain logistics, the expansion of the foodservice sector due to tourism growth, and shifting consumer lifestyles. However, the market faces challenges such as consumer preference for fresh produce, high import dependency, and limited local production. Major players include Conagra Brands, Unilever PLC, Hormel Foods, The Kraft Heinz Company, Nomad Foods Ltd, B&G Foods, Inc., and Greenyard.