Mayo Kraft Limón arrives in the Dominican Republic to connect with consumers through its flavour and convenience

• Available in colmados, in a 30-gram format that is easy to take anywhere and use with meals or snacks.

Santo Domingo, November 2023: With the aim of connecting with Dominicans, offering a product that meets their needs and being part of their most special moments, Kraft is launching its new lemon-flavoured mayonnaise, expanding its portfolio in the country.

Mayo Kraft Limón arrives to delight consumers’ palates in a 30-gram format that offers convenience and versatility. It can be taken anywhere and suits everyday meals and snacks, from tostones to sandwiches, burgers, hot dogs and yaroas, as well as adding that special touch to favourite recipes. It is also available in colmados, making it convenient to buy at any time of day.

“This innovation reflects our effort to combine the exceptional flavour we are known for with the convenience our consumers need. Always focusing first on the approval of Dominicans, we put our product through testing, which led us to achieve the incredible burst of flavour of our new mayonnaise,” added Melissa Arcia, Marketing and Innovation Manager at Kraft Heinz for the Caribbean and Central America.

Kraft has a strong presence in the Dominican market, with a track record of more than thirty years. Its diverse portfolio now includes the new Kraft Limón mayonnaise, which adds to the brand’s ongoing investment in the country.

“The Dominican Republic has become one of the company’s focus countries, gaining greater presence and market penetration. At Kraft Heinz globally we believe in innovation, which is why we have sought to connect with Dominicans through a range of offerings, renewing and expanding our distribution strategy to reach colmados. Our ambition is to keep growing and be present in every one of them,” explained Rodrigo Lavall, General Manager for Central America, the Caribbean and Venezuela at Kraft Heinz.

As part of the launch strategy for this mayonnaise, which promises to be “pa’quí, pa’llá y pa’tó” (for here, there and everything), the brand chose one of the busiest places: the metro, where millions of people discovered this innovation. Kraft also invested in a comprehensive communication effort, with an audiovisual production featuring Dominican talent and a presence on major radio stations, outdoor advertising and digital platforms. To bring the product all the way to consumers, sampling was also carried out at busy locations.

Seeking to maintain its close bond with the Dominican community, the brand celebrates the fact that the new Mayo Kraft Limón is made in the country, with the valuable contribution of local labour.

Kraft invites consumers to keep an eye on its social media, Instagram @kraftdominicana and Facebook Kraft Dominicana, as there are more surprises to come in the rest of 2023.

About Kraft: 

Kraft has more than 30 years of history in the Dominican Republic. It offers a wide portfolio of products and aims to be on consumers’ tables through its variety of flavours and formats. The brand is part of the global company Kraft Heinz. To find out more about Kraft, visit its social media: Instagram @kraftdominicana and Facebook Kraft Dominicana.