Kraft Heinz Unveils New Canadian Brand – Pure J.L. KRAFT Dressings & Marinades

The Kraft Heinz Company – Canada’s salad dressing category leader for nearly 100 years – this week launched Pure J.L. KRAFT, a new line of shelf-stable, premium dressings and marinades. Made with no artificial preservatives, flavors or colors and proudly prepared in Canada, the new line-up is the first of its kind to enter Canada’s shelf-stable dressings category. Launching exclusively in Canada just in time for the summer salad and BBQ season, the new brand marks the first innovations from Kraft Heinz Canada in the salad dressing category in more than five years.

While consumers are increasingly turning to homemade salad dressings and marinades, making them at home can be time-consuming and limit the opportunity for flavor complexity. Now, dressing aficionados no longer need to choose between simple ingredients and multi-layered taste. Pure J.L. KRAFT offerings mix simple ingredients in differentiating combinations to deliver delicious and exotic flavors. Now rolling out nationwide, Pure J.L. KRAFT launches with 12 bright and refreshing offerings, six of which are new to the Canadian salad dressing category: Pomegranate Zaatar, Honey & Shallots, Miso Lime Ginger, Moroccan Lemon, Orange Turmeric Poppyseed and Black Garlic & Cracked Pepper.

“With Pure J.L. KRAFT, we’ve created products that use simple ingredients and taste like they are homemade but offer people the bold, globally inspired flavors they are craving and convenience they are looking for in the grocery aisle,” said Stephanie Goyette, Head of Taste Elevation Platform Marketing & Strategy at The Kraft Heinz Company Canada. “There are endless ways to integrate our flavors into at-home recipes – from dressing a salad, to topping a grain bowl or marinating proteins and vegetables. With Pure J.L. KRAFT, we’re reminding people that just because something is made with simple ingredients does not mean it needs to be boring.”

The launch of Pure J.L. KRAFT marks the third Kraft Heinz brand to launch or return to Canada in 2024, as the company prioritizes reinvigorating and expanding its Canadian footprint. Pure J.L. KRAFT underscores Kraft Heinz’s commitment to bet big on insight-driven innovation – particularly within its Taste Elevation platform – as its most prominent growth driver in North America. With the Taste Elevation platform representing 41 percent of the company’s global portfolio, the addition of the Pure J.L. KRAFT brand will provide exciting new options for the Canadians eager to try a variety of new flavors to meet their evolving needs.

Canadians can learn more by visiting the Pure J.L. KRAFT Instagram or TikTok page @purejlkraft and can it check out here for recipes to try with Pure J.L. KRAFT.