KRAFT HEINZ to double its business in the Dominican Republic over the next 3 years

• Kraft Heinz Dominicana will drive business growth by 30% compared with the previous year, focusing on growing the sauces category and positioning its brands and products in the tastes and preferences of Dominican consumers, gaining greater presence and, therefore, market penetration.

June 2022. Kraft Heinz aims to double its business and pace of growth in the Dominican Republic to make this market number 1 in sales for the region over the next 3 years, according to the president of Kraft Heinz Central America and Caribbean, Rodrigo Lavall.

As part of this plan, the company will focus on 4 strategic pillars to help accelerate its business in the Dominican Republic: brands with relevant communication campaigns that feel close to Dominicans; the launch of new products that strengthen the portfolio according to market needs; an aggressive channel distribution strategy to accelerate growth, with a focus on the traditional channel; and finally a programme aimed at the hotel sector to expand the brands across the country over the next 3 years.

“With our Kraft and Heinz brands in the sauces category, we aim to bring a superior taste experience to our consumers, together with creative communication campaigns that bring us closer to the country’s culture and cuisine,” said Rodrigo Lavall. In 2022, a new 45-gram format of Heinz Ketchup has already been launched, a small size intended to introduce the brand to Dominican corner shops (colmados) for the first time, accompanied by a dembow song that aims to get the whole country singing and dancing.

Next, one of the company’s commitments to achieve this accelerated growth sustainably is to renew and expand its distribution strategy, integrating the modern and traditional channels with a focus on colmados and small supermarkets, with the ambition of gaining greater coverage and presence for its Heinz and Kraft products in the country, so they are on Dominican families’ tables through its authorised distributors, as well as seeking local initiatives that promote solutions benefiting the environment and the population.

Finally, Kraft Heinz Dominicana will drive its growth by entering and forming partnerships with the hotel sector, recognising that it has been badly affected by the pandemic over the last 2 years. Today, with the global situation affecting inflation, the rise of the dollar, supply shortages and higher petrol prices, seeking opportunities to keep driving market growth in these difficult times is undoubtedly a commitment for the company.

“Understanding this global situation, as a company we are committed to constantly looking for opportunities to help drive our markets, which is why on 21 June we proudly launched the “Hospitality Kraft Heinz” programme for the hotel sector, created to elevate the consumer experience through our well-known brands. With this same purpose, we will share a quality portfolio that will allow this industry to strengthen its guests’ preference, so that the hotel restaurant can be their first choice for eating,” confirmed Rodrigo Lavall.

For the official launch of this programme in the Dominican Republic, a series of events was held with the hotel sector in Santo Domingo and Punta Cana. The events were attended by executive chefs and hotel purchasing managers, who learned about the programme in detail and will begin taking part in this growth initiative.

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