Kraft Heinz Launches Biscuits Targeting the Chinese Market

Kraft Heinz has recently announced the introducing of a new biscuit brand in China, KRAFT JIF JAF, with flavors including cheese and chocolate, matcha and chocolate, spicy chilli and chocolate, and double chocolate. The range is available in sandwich biscuits, wafer packs, and butter cookies.

The launch is the result of 12 months of development between the FMCG giant and independent creative agency Jones Knowles Ritchie (JKR) Singapore, according to

Roshni Chatterjee, head of White Space Innovations – APAC at Kraft Heinz explained: “Snacking is a multi-billion-dollar category in China, where consumers have a diverse, experimental and an adventurous food culture. Our aim was to build a charismatic brand that would disrupt established consumer habits and drive impulse purchase. Each flavor has its own character persona inspired by their respective fillings. The Big Cheese is a charmer, Chilly Billy is an adrenaline junkie, whilst Mat Chakra’s matcha filling makes him too zen for his own good.”

The brand targets Chinese millennials and young adults who are caught between a desire to express themselves and a need to fit in. Under a launch campaign headline of ‘discover deliciously different’, KRAFT JIF JAF (or KRAFT QUZU in Mandarin, which can be translated as ‘interesting clan’) launched with its own T-Mall flagship store and is supported by a 360-degree campaign including videos, influencer endorsements, and social engagement. 

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