Kraft Heinz Shifted Focus Toward Less-Processed Foods
As consumer demand changes, the company is reformulating pantry staples like ketchup and macaroni and cheese.
Updated on Sept. 23, 2026 in Healthy Food
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Kraft Heinz has expanded its efforts to remove artificial ingredients and add cleaner options to its product lines in response to shifting consumer preferences. The strategy follows data showing that less-processed food options are currently outperforming highly-processed items in the retail market.
Why it matters
The company is making these changes to address three consecutive years of revenue declines as shoppers increasingly turn away from ultra-processed goods. These adjustments are also occurring amid public health calls from officials like Health Secretary Robert F. Kennedy Jr. to limit processed food intake.
A market analysis published in June 2026 shows that less-processed product lines currently outperform highly-processed options by 7 percentage points. While Heinz Simply has seen 20% sales growth in the United States this year, over 80% of the company's total retail sales still stem from ultra-processed foods.
The players
Robert F. Kennedy Jr.
The Health Secretary who has publicly encouraged Americans to avoid consuming processed foods.
Robert Moskow
An analyst at TD Cowen who recently adjusted financial expectations for the company due to market trends.
Kraft Heinz
A food and beverage company currently working to reformulate products and transition away from a reliance on ultra-processed goods.
The details
Kraft Heinz is working to slim down ingredient lists and diversify its product offerings to compete with a broader market shift. This includes replacing high-fructose corn syrup with cane sugar in Heinz Simply products and removing artificial colors and sweeteners from Jell-O. The company is also leveraging a $700 million investment in marketing and research to support these clean-label reformulations.
Timeline
2010 marked the initial introduction of the Heinz Simply product line.
June 2026 saw the publication of industry analysis regarding food processing trends.
September 22, 2026, was the date a financial analyst lowered company growth estimates.
2027 is the target window for finalized earnings estimate adjustments.
Health Landscape
This move reflects a broader industry realignment as legacy food brands adjust to a market where less-processed items significantly outperform highly-processed alternatives. The shift highlights the growing pressure on manufacturers to evolve their portfolios in response to changing consumer health priorities.
Shoppers may notice reformulated ingredient lists on familiar pantry staples, including reduced artificial additives and sweeteners. It is worth checking the nutrition facts labels on these products to see if they align with your specific dietary goals or conversations with your doctor.
The takeaway
The trend toward less-processed food options is driving significant changes in the grocery aisle as brands like Kraft Heinz attempt to pivot their portfolios. When grocery shopping, prioritize reading ingredient lists on the back of packages rather than relying solely on front-of-package marketing claims.
Further reading
For more information on navigating ingredient labels and nutritional choices, visit the Healthy Food section.
Source note: This article includes information reported by Financial Post.
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