Kraft Heinz's newly formed digital innovation team makes its first acquisition

Published:
November 6, 2018
Coverage:
Consumer Choices in Food, Health, and Wellness More...
Categories:
Personalized nutrition | Machine Learning
Activities:
Acquisition
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by Thomas Hayes
Average importance

This news comes just a month after Kraft Heinz launched a $100 million VC fund called Evolv Ventures. Not coincidentally, the newly formed digital team shares almost exactly the same name, "Evolv Group." The group purchased Wellio, developer of a personalized meal planning and ingredient ordering app that supposedly uses machine learning and behavioral science techniques. Users can also purchase ingredients and get them delivered in a two-hour time frame.  Activity around digital innovation in the food industry has mainly been geared toward improving internal efficiencies (e.g., blockchain for food traceability), but this event exemplifies how digital technologies can open up new ways for CPGs to interact with consumers.

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