Kraft Heinz Merger Survey: Customers Expecting Innovative New Products

Kraft and Heinz made headlines last week when the two companies announced that they would merge to form one Kraft Heinz brand. The two companies already offer a huge variety of food products. But together, they’ll make up one of the largest food suppliers in the country. So what do people think about the Kraft Heinz merger? And what are some of the things they expect from the new company?

kraft heinz

Kraft Heinz Brand

In Ask Your Target Market’s latest survey, 75% of respondents said they already had a positive opinion of the Kraft brand. And 74% also had a positive opinion of the Heinz brand. But it doesn’t seem like those positive opinions will necessarily carry over to the new company after the merger. Just 58% said they have a positive opinion of the new Kraft Heinz brand. But just 8% have a negative perception of the new brand. And 35% are neutral so far, likely because the brand is so new.

Kraft Heinz Merger

Overall, 54% of respondents think that the Kraft Heinz merger will be a positive thing for consumers. And just 32% think that the merger will make the Kraft Heinz brand too large. But consumers do seem to have some high expectations for the new brand, so it will need to come up with some new products in order for those opinions to stay high. 58% of respondents said they think the merger will lead to some innovative new products.

New Food Options

So what kinds of new products are going to be the most likely to get customers’ attention? 62% said they would be likely to buy more Kraft Heinz products if the brand focuses more on healthy options. 49% said they would like to see current Kraft and Heinz food items merged into single products. 43% would like to see some new brands come out of the merger. And 53% said they would likely buy more Kraft Heinz products if the company releases some more ethnic and flavorful options.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Inside my fridge from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on March 28 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.