Food & Drink, News

Kraft Heinz launches new meal kit and cooking range, SOSU from Amoy, for consumers interested in exploring new cuisines at home

Kraft Heinz and strategic design firm, Designit, have developed a new product addressing consumer challenges and cultural tensions

The Kraft Heinz Company (Nasdaq: KHC) (“Kraft Heinz”) today announces the launch of SOSU from Amoy, a new range of meal kits and cooking ingredients that bridges the richness of Pan-Asian regional cuisine with the practicality of meals you can make in 15 minutes, catered towards consumers with culinary ambitions but not much time for cooking.

SOSU from Amoy offers an assortment of culturally diverse pan-asian recipes, in the form of meal kits and standalone cooking ingredients. Each meal kit includes a recipe and specialised ingredients, making complex recipes easy, accessible, and time efficient. It is also suitable for vegetarian and vegan.

SOSU from Amoy will launch in Tesco stores around the UK starting with its Japanese and Korean lines. The range of meal kits was developed by Kraft Heinz’s New Ventures unit in partnership with strategic design firm Designit. They worked together in the conceptualisation stage, conducting iterative consumer research and cultural analysis to address existing consumer tensions. Robust testing followed which produced a range of innovative products designed to address evolving consumer needs in the food industry, the latest being SOSU. Designit also contributed to the branding and point of sale marketing.


Caio Fontenele, New Ventures Director at Kraft Heinz said: “The New Ventures business unit was enacted to accelerate innovation in our business and to bring new products and food solutions to the market in an agile way”.

“We partnered with Designit to truly explore and address emerging consumer needs that fit our innovation strategy and have scale potential.

“With SOSU from Amoy, we have packaged affordability and practicality, without losing aspects of curiosity and high-quality food. This meal kit and cooking range will allow consumers to eat well and explore new cuisines, without taking too much time out of their already busy days – that is the beauty of SOSU.”


James Buchanan, Executive Director at Designit London said: “Since partnering with Kraft Heinz we’ve been able to help the New Ventures division bring three new, innovative products to market. Each one is designed to meet a real need in peoples’ lives while also addressing some of the cultural tensions that exist in food right now.

“Working with international cuisine, it was important to avoid any stereotypical banding. We crafted a neutral yet elegant design for packaging that represents the specific regions that the recipes are from, while avoiding any archetypal symbolism or imagery.”

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