Five principles of innovation: how Kraft Heinz entered China’s snacks category

Low Lai Chow

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.

Something big happened for Kraft Heinz in March 2018. The world’s fifth largest food and beverage company launched Kraft Jif Jaf, a new line of cookies, on Alibaba’s Tmall e-commerce platform in China.

“Local snack brands in China launch up to 450 SKUs a year,” said Roshni Chatterjee, the company’s Head of White Space Innovations for APAC, recently at the FUTR Asia Summit in Singapore.

Needless to say, this fierce competition comes about with companies looking for a slice of the lucrative fast-growing category. But Kraft Heinz had an advantage. Chinese consumers in the market were still associating Kraft...

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