Parent Company: The Kraft Heinz Company
Brand Value: US$131 Mil.
Headquarter City: Amsterdam
Year Formed: 1867
Though it has been owned by Kraft Heinz since 2001, Honig is an iconic Dutch brand, known nationwide for its orange packaging and advertisements featuring multicultural Dutch families. At the heart of the brand’s message is an imperative shout: “Aan tafel!” which means “Come to the table – it’s dinner time!” For over 150 years, the purpose of Honig has been to help families eat dinner together, mostly through manufacturing dry meal ingredients like pasta, soups, sauces, meal kits, and baking ingredients. In recent years, the brand has been challenged by increasing consumer preference for scratch cooking, coupled with distrust of packaged foods. In response, the company reduced salt and MSG usage in 2016, and launched digital campaigns that feature influencers combining Honig ingredients with fresh ingredients to create healthful meals. The company has also adapted to changing Dutch family dynamics by introducing packaging for two- and eight-person households. Shares of Honig’s parent company Kraft Heinz are listed on Nasdaq.
Responsibility index: 107