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KRAFT HEINZ
Break the Yellow, Innovation Pippeline
2024
SÃO PAULO, BRAZIL
A project about transforming tradition into opportunity. We led Kraft Heinz through an innovation journey to explore untapped consumer territories, co-create new product concepts, and test them with prototypes. The result: 12 ideas ready for development, aligned with real consumer desires and future trends.
• innovation pipeline • co-creation
Consulting: Questtonó Manyone
My role: Project Leader
Problem
Kraft Heinz aimed to innovate beyond its traditional categories and enter new markets. However, the challenge was to find truly relevant spaces that connected with contemporary consumers, without losing brand authenticity.
Process
1) Research: we combined trend analysis and internal data to map emerging consumer needs. This resulted in a set of prioritized innovation territories.
2) Design Sprint: through a 2-day intensive workshop with Kraft Heinz team and development partners, we generated and refined product ideas. Twelve of them were selected and turned into high-fidelity concept briefs for prototyping.
3) Validation: we conducted concept tests with beta consumers using real prototypes. This allowed us to gather reactions and refine value propositions based on emotional and sensorial resonance. We transformed the most promising ideas into visual assets for quantitative testing. These stimuli were used in surveys with mainstream consumers, helping Kraft Heinz validate innovation bets with statistical confidence.
🧂 12 product ideas selected for development
👥 Co-creation with cross-functional R&D and marketing teams
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