Kraft Heinz to start a new platform for natural food brands

Kraft Heinz plans to launch a platform for nurturing, scaling and growing food brands within the organic, natural and super-premium sector, as the US-company announced lately. The new business called Springboard Brands is said to be dedicated to “shape the next generation of food.”

According to Kraft Heinz, some of the companies behind newly emerging natural and organic brands are feeling abandoned by US organic supermarket chain store Whole Foods. For a long time, Whole Foods offered the main platform for new brands in the organic sector. However, as some branch insiders report due to new fees and policies these times have passed.

The new launching pad named Springboard is designed to seek possibilities to develop authentic brands by inspired founders within one of four different pillars: natural & organic, health & performance, specialty & craft and experiential brands. Within the business, Kraft Heinz says it aims at supporting and advising founders and business leaders with market launches, development, research and information about consumers.

The Springboard platform will be kicked off with a supporting program including a 16-week sprint for selected brands currently arising.