• by Sarah Mahoney , Staff Writer @mahoney_sarah, July 26, 2024

It’s not exactly a cool slice of watermelon or buttery corn on the cob, but Kraft’s Pickle Mayonnaise is one of the summer’s hottest new sauces. And it is further proof that U.S. consumers are dipping, dunking and slathering differently these days, as predictable condiments continue to give way to tastebud tourism. Kaitlin Roe, director of marketing at Kraft, tells CPG Insider what’s changing.

Interview has been edited for length and clarity.

CPG Insider: This is an exciting time for condiment lovers. Who are your primary consumers these days?

Kaitlin Roe: Our growth customers are millennials, especially millennials with families. People have kids and older parents – different generations are in homes, and consumers are looking for a way to brighten mealtimes. Condiments, dips, dressings, and spreads can be exciting ways to try new flavors. People can explore, inspired by what they see in restaurants.

We try to bring a democratization of flavor to the table. They don't need to be afraid of pleasing different palates. They know that with some of our new creamy sauces or our tried-and-true products, they will get a great meal. It’s great to be on a brand that's been around for 120 years because it comes with elements of trust and nostalgia.

CPG Insider: What kind of nostalgia?

Roe: We often ask consumers what Kraft means to them, and one recently said that when he thinks of the brand, he thinks of chocolate-chip cookies baking in the oven. That’s a testament to their emotional connection with the brand. And that is what they feel we offer their families.

CPG Insider: Can you point to Ground Zero in this renaissance of sauces? Was it started by the Sriracha  craze over the last decade or so? What makes the average consumer take the first step beyond plain old ketchup?

Roe: Traditionally, people will have ketchup, a basic mayonnaise, a mustard, and a conventional salad dressing, like Italian or a bottle of ranch. But the category is evolving as consumers explore. So hot sauce, for example, is taking the category by storm as younger consumers want more powerful flavors. We're seeing lots of restaurants offer chipotle or ghost pepper ranch dressings.

But it’s about use, too.  People used to say, 'I’m going to put mayonnaise on my sandwich.’ Now, they’re looking for a flavored mayonnaise to use as a dip, a spread or while grilling. That’s why we introduced this line of aioli, to pack a punch of flavor into basic foods. People are looking for some excitement.

CPG Insider: I live in Maine, the Land of the Lobster Roll, and I can report that swanky mayo is a thing.

Roe: Yes, people are leveling up! We just launched our new pickle mayonnaise, which is currently available only at Walmart. A few weeks into sales, it is already a category leader. It will be nationwide in a few months.

CPG Insider: What made you think this variety would be a hit?

Roe: It is a kind of combined pickle relish mayo. It has a tangy, bold flavor profile and is creamy and smooth. We know millennials, in particular, over-index with flavored mayo, and 70% love pickles. Our testing showed it as a huge opportunity.

CPG Insider: Kraft Heinz is a mass marketer of CPG products. Yet flavor disruptions often come from smaller brands, like Primal Kitchen, which you’ve acquired. As a larger brand, how do you connect as if you’re a trendsetter?

Roe: We start by meeting consumers where they are. We recognize that consumers enjoy us at their dinner tables with their families. So, there's an element of gratitude and the need to do a lot of storytelling. That requires media partnerships to educate consumers on how to use our products.

It’s so important. We can be inspired by what we see at restaurants and on TV, but I have to know how to use it.

CPG Insider: Does that mean cooking shows? Recipes on Pinterest? Pop-ups? Chef collabs?

Roe: We think longer term. In April, we underwent a large rebrand as Kraft Sauces, with graphics and packaging aimed at millennial consumers. We also work with organizations like Tastemade. And we’ve got a campaign called, “It’s not art. It’s Kraft.” That’s because we believe everyone is a chef. You don't need to go to culinary school to make a great meal.

We also put lots of recipes out through social channels. Recipe education is vital because, as we think about consumers' lives right now, versatility and value will be important. Teaching and explaining how to use a pickle mayo, for example, is critical to unlocking growth.

CPG Insider: How about seasonality? Is summer always the biggest?

Roe: Sales reflect holidays -- Memorial Day, Fourth of July, Labor Day, Super Bowl, whenever people are together. We work closely with our retailers and commercial partners to leverage their power and scale. And while summer is big, salad dressings have less seasonality overall. People eat salad 365 days a year.

CPG Insider: What’s new in dressings?

Roe: Like condiments, the growth among younger consumers is in unique creamy flavors—so flavored ranch dressings. And Caesar salads, which just turned 100, are booming. We make Kraft Mayonesa, targeted toward Hispanic customers, that’s growing. People want to mimic what they see in restaurants.

CPG Insider: Talk a bit about value. People are still worried about their grocery bills.

Roe: What makes Kraft unique is how versatile our products are. So, because I can use it in several ways, these flavor-packed options are emotionally valuable. They may be going out to eat less often, but it is critical to make sure consumers know how powerful a simple jar of buffalo-flavored Mayo can be.