Heinz partners with Ebury for cookbook series

Ebury, an imprint of Penguin Random House, is to publish the first ever official Heinz cookbooks, including gift books for lovers of Ketchup and Baked Beanz.

The licensing partnership will launch with The Heinz Cookbook in May 2022, followed by four iconic ingredient-led gift titles. Elizabeth Bond, Publishing Director for Ebury Partnerships, acquired world rights (excluding North America) from Claire Potter at Metrostar.

Bond says: “This is an exciting opportunity to partner with our best-loved food brands to create iconic gift books, and develop a range of healthy and delicious recipes which will delight every Heinz fan.”

Jojo de Noronha, Kraft Heinz Northern Europe President, adds:“Our products are loved by consumers, and we know that they are already featuring many of our brands in their day-to-day meal recipes. The Heinz Cookbook and Icon titles will offer surprising new recipes to make exciting dishes for every occasion and the creative licence to experiment with their favourite products.”

Claire Potter says: “We received a number of strong proposals for the rights to publish Kraft Heinz books but were impressed by Ebury’s vision for the brands in publishing and passion for the project. We are excited to see where this partnership can go.”

The Heinz Cookbook (5 May 2022) will be a collection of 100 specially commissioned, ingenious and delicious recipes, featuring over 30 of the nation’s favourite products as the star ingredients. It will be followed in late 2022 and 2023 by the first ever official Ketchup, HP Sauce, Beanz and Lea & Perrins books, the perfect gift for every fan.

Kraft Heinz moves into the family gaming space with Big G Creative partnership

Kraft Heinz has found another means of getting itself all over your dining table thanks to a new partnership with the US games publisher, Big G Creative, that delivers the company’s globally renowned food brands to the board gaming sector.

Under the new deal, Big G Creative has launched the new Kraft Heinz Variety Game Pack – a three-in-one set of games inspired by Heinz food brands Heinz Ketchup, Jell-O Gelatin, and Kraft Macaroni Cheese.

Big G Creative’s new Kraft Heinz Variety Game Pack includes three family-friendly games that bring beloved pantry essentials to life: the Kraft Macaroni & Cheese Game has players roll the dice to play matching noodle cards and push the Cheesasaurus Rex piece up the Noodle Meter, the Jell-O Jiggler Slap Game is a quick thinking, hand-slapping game, and the Heinz Ketchup Dice Game has players rolling dice and collect as much ketchup as possible to score 57 points.

“For most families, more time at home means getting extra creative with day-to-day routines and seeking out fun experiences in between,” said Steven Anne, creative director at Big G Creative. “Kraft Heinz has always brought a playfulness to the dinner table, and now we’re thrilled to bring that same spirit to family game night.”

The fun with food starts from the moment families open the pack, as each game is packaged like the original food favorite. For example, the Heinz Ketchup Dice Game comes in a bottle just like the classic condiment, which also acts as a dice-rolling cup.

All three games are designed with inclusive play in mind. The games are easy to learn, fun to play, and only take about 20 minutes. Plus, the games accommodate families of all sizes, allowing two or more players aged eight years and older to go head to head.

Big G Creative’s Kraft Heinz Variety Game Pack is now available exclusively at Target stores.