tastes of
arabia
Heinz Arabia is part of the global Kraft Heinz portfolio and a household name in the region. With a legacy of flavor innovation and market trust.
Industry
FMCG (Condiments)
Geography
MENA Region
Impact
New product category +
increased household relevance
Services
Research + Brand Strategy + Naming
+ Packaging + Advertising + Social Media + Activation
" Mojo partnered with Heinz Arabia to help create and launch Tastes of Arabia - a bold new range of sauces designed to bring the most loved Arabic flavors into modern Middle Eastern kitchens, every day."
To grow category share by increasing usage occasions, Heinz had to shift from being an international ketchup and mayo brand to one that resonates deeply with regional tastes.
Mojo was brought on board at the very beginning - from consumer research and flavor profiling to naming, packaging, and positioning. The challenge was not only to create compelling new products, but to define and introduce an entirely new category: Arabic-flavored sauces in a ready-to-use format.
Since traditional Arabic flavors like toumaya, za'atar, tahini, and hummus weren't typically used as pourable condiments, we had to educate and excite consumers about how to use them - through both product design and 360° communication.
The range resonated with Arab consumers, opening up new occasions for Heinz products and reinforcing its relevance in daily mealtime rituals.
The result was Heinz: Tastes of Arabia - a new everyday range that feels both familiar and fresh. Mojo developed the brand identity, packaging system, and key usage visual cues to help consumers integrate the sauces into everyday meals.
Phase two of the project brought the range to life across a fully integrated launch campaign, including TV, social media, digital content, activations, and in-store engagement. The rollout positioned Heinz as not only a global brand but also a proud curator of Arabic flavor traditions.
from global icon
> to regional favorite.
Mojo helped Heinz reframe its role in Arab kitchens - shifting from a provider of international staples to a trusted innovator in authentic regional tastes designed for modern life.
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