Daily Insights

Heinz’ Homemade App

By: Alizah Asif Farooqi | Jul 25, 2019

Heinz just cooked up its own AI-enhanced app, Meal Hero, that aims to assuage the anxiety of meal planning. Here’s how the brand’s venture could serve a hot new set of consumers.

As the wellness wave continues to evolve, 77% of Americans would rather eat a homemade meal than go out for dinner and 51% of millennials show interest in creating weekly meal plans. Meal Hero answers this call, as it pulls taste preferences and ratings from users to develop personalized meal suggestions and automatically generates interactive shopping lists when meals are added to a plan. The brand takes things a step further by integrating already-popular grocery delivery and pick-up app Instacart into its new app so users can upload their shopping lists from the latter to the e-commerce service.

This isn’t the first time Heinz has harnessed the power of digital. The brand called upon popular YouTuber Laura in the Kitchen’s wide net to drive awareness for its new Real Mayonnaise product by sponsoring a video that featured the product in a recipe. The video, which has achieved 80,000 views, links to a category page on Heinz’s site featuring the line according to Gartner L2’s Digital IQ Index: Food.

Because of its AI abilities (which are supposed to make it smarter and faster with every use) and connection to Instacart, Meal Hero might win the hearts of consumers and retailers alike.