a1

Kraft Heinz recognized a change in dining habits in favor of more casual eating and a more varied diet. So they renamed their A1 sauce to address this trend. 

The decision to drop the name “Steak Sauce” served to broaden the potential use cases and also provided an opportunity to reassert the brand's quality and heritage.

This new label design accentuates the iconic bottle shape, includes multiple use suggestions, and serves as a foundation for new flavor variants and sizes.