Kraft Heinz to partner with Google to develop its digital solutions

Google is partnering with the multinational food producer Kraft Heinz to help it move forward with its digital transformation, which will help it better understand and connect with customers as they become more active online.

The partnership between the two companies will allow Kraft Heinz to gather data from across the company, so it can better serve its consumers on a larger scale, through creating more personalised content, targeted product ads, experiences and news.

Google will help Kraft Heinz to develop its digital solutions through the use of innovative technologies including Google Cloud artificial intelligence and machine learning software, to enable the food producer to develop new food flavours and products in response to the analysis of instantaneous data insights.

The use of Google Cloud to gather data from customers also intends to speed up the process of creating new products, as the company will use analytical information to determine what goods consumers are interested in.

Google Ads marketing technology also intends to help Kraft Heinz to improve how it appears its consumers online through various media platforms such as YouTube, by increasing its numbers of views, and by helping the company develop more consumer-focused marketing strategies.

Chief Growth Officer for Kraft Heinz North America, Sanjiv Gajiwala, said: “Working with Google, we’re building world-class digital capabilities and proprietary, privacy-centric data systems that will help consumers connect with our iconic Kraft Heinz brands on a whole new level through personalized offers and interactions.

“At the same time, we also expect to fast-track our innovation agenda by tapping into Google-powered insights around trending food conversations, shopping behaviors, and consumer demands – this is the future of food.”