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Kraft Heinz will use AB InBev’s BEES e-commerce platform to increase distribution points and expand the number of items available to retailers in Mexico, Colombia, and Peru.
The deal, according to the Heinz Baked Beans manufacturer, will help it realize its emerging markets strategy.
BEES is designed to accelerate the digital journey for retailers across AB InBev’s global footprint and distribution network. It will enable businesses in the region to browse, order, and stock various Kraft Heinz products at the click of a button while providing Kraft Heinz access to new retailers.
According to Rafael Oliveira, EVP and president of International Markets at Kraft Heinz, with emerging markets critical to their growth strategy, they’re leaning into smart partnerships and smart investments to drive this forward.
He added that BEES is poised to be a game-changer for them.
Kraft Heinz also plans to expand into Ecuador, Dominican Republic, Panama and other countries across the region.
Originally built as an in-house solution for AB InBev, BEES has welcomed other CPG companies to list products within the marketplace and is now active in 20 countries, with over 3 million active monthly users and more than $32 billion in gross merchandise value.
