Kraft Heinz is entering the luxury space in a partnership with Ennismore for immersive hotel experiences. Targeting Millennial foodie culture, the company’s chef-inspired Heinz 57 collection (which includes a line of sauces and spreads with ingredients like black truffle and hot honey) was featured in an exclusive tasting lounge over the weekend at Hyde Beach in Miami. The elevated experience aligned with the area’s Food and Wine festival, which already attracted a crowd of foodies. The partnership is also allowing guests staying at Ennismore’s Mondrian Los Angeles, SLS Brickell, SLS LUX Brickell, and SLS South Beach to be able to “sample the line while ordering room service, having dinner, ordering poolside and at other on-premise eateries.” While the brand most known for their condiments may seem out of place in the luxury space to some, YPulse data shows that over half of young consumers believe any recognizable brand name can be considered luxury. (Marketing Dive)
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