Kraft Heinz, ZURU Serves Up Miniatures Line

Nearly six dozen of Kraft Heinz’s branded consumer products are set to be miniaturized.
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License Global

August 31, 2020


Kraft Heinz and ZURU have teamed up to create miniature toys of popular food brands.

The food and beverage company has teamed up with toy company on the 5 Surprise Mini Brands collectible craze. As part of the deal, nearly six dozen of Kraft Heinz's branded consumer products will be miniaturized.

"Demand for 5 Surprise Mini Brands has been unwavering since the brand's introduction last year, and we are confident the addition of Kraft Heinz to the portfolio only bolsters its appeal," says Aneisha Vieira, global brand director, ZURU. "Shoppers love that these brands and products are true to life; and that the exact miniature detail brings a quirky spin."

Kraft Heinz favorites brands, including Velveeta, Miracle Whip and Jet-Puffed Marshmallows, will be among the 120-plus new brands found in 5 Surprise Mini Brands Series 2. The new items are expected to arrive on shelves later in September.

Featuring new gold packaging, Series 2 includes more than ten super-rare brands in golden, glow-in-the-dark

and shimmering rare minis. Each capsule of Series 2 contains four surprise mini-brands like Country Time Lemonade, Oscar Mayer, Grey Poupon and more, as well as one surprise mini-shopping accessory such as a mini shopping trolley, mini shelf or mini shopping basket.

5 Surprise Mini Brands Mini Mart landed on shelves earlier this summer, offering fans and collectors a one-stop-shop to store, collect and display their growing collection. Complete with shelves, a freezer section, shopping cart and cashier stand, plus four mystery minis, the Mini Mart playset also makes real shopping sound.

"Miniatures, collectibles and surprises... ZURU has captured the magic ingredients and a proven track record when it comes feeding the frenzy for these mini shopping brands," says Chris Urban, vice president, marketing, Kraft Heinz. "We couldn't be more excited to see favorite, iconic Kraft Heinz products join the 5 Surprise Mini Brands craze."

Kraft Heinz joins other companies such as

Perfetti Van Melle

who have recently received the miniature treatment.

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