Karen Owen, Chief Growth Officer (Europe & Pacific Developed Markets) at Kraft Heinz, joins Natalie Berg on Retail Disrupted to discuss how to turn consumer obsession into commercial growth — from spotting viral trends and building true brand partnerships to testing flavour and creative with AI as one tool in a bigger innovation engine. A playbook for commerce leaders on reading shoppers and scaling what works.
WHAT YOU'LL LEARN:
• How Kraft Heinz reads consumer signals — Gen Z, singletons and QSR inspiration — before committing to launch
• Inside the Ocado test-and-learn partnership: joint consumer data, co-developed ranges, and Ocado's role testing pack, range and on-shelf execution
• From viral to bestseller: How Gigi Hadid's vodka pasta (500M+ impressions) became Heinz x Absolut — #3 in UK supermarkets at launch and Kraft Heinz's best-selling limited edition — and why Heinz Tomato Ketchup Zero is now +26% YoY
• Where AI saves hundreds of hours (flavour profiling, creative pre-testing) and where human insight still leads, plus early signals on agentic commerce
CHAPTERS
00:00 Gigi Hadid's Viral Vodka Pasta → Heinz x Absolut (500M+ Impressions)
02:48 What a Chief Growth Officer Actually Does
03:30 The Biggest Shift in Shopper Behaviour: Gen Z, Singletons & QSR Inspiration (Uber Eats, Popeyes)
04:34 What a Winning Retailer-Brand Partnership Needs: Shared Goal, Shared Data, Co-Creation (Ocado Beans in Pouches Case)
06:14 What Success Looks Like: Heinz Tomato Ketchup Zero — 26% YoY Growth, Now to Middle East & Brazil
07:24 Where AI Fits: Flavour Profiling & Saving Hundreds of Hours in R&D
08:31 How Kraft Heinz Tests Creative Before Spending: Shifting Behaviour & Chasing Top-Quartile
10:40 Why Food Is Emotional & Habitual and What It Means for Agentic / Conversational Commerce
13:09 Myth: "Big Brands Don't Listen" — Popeyes Spain Sauce Story
14:49 Karen's Advice: Listen to Shoppers & Don't Be Afraid to Reach Out
ABOUT OUR GUEST
Karen Owen oversees innovation, marketing and brand strategy for Kraft Heinz’ European and Pacific Developed Markets, united by the company’s crown jewel, Heinz - a global brand icon with roots in Karen’s hometown of Wigan, where her love for the billion-dollar brand began.
A seasoned CPG executive with a passion for building high performing teams, Karen has a track record of spearheading innovation and creativity to drive top and bottom-line growth for global brands like LIPTON Teas and Infusions, where she served as Chief Marketing Officer prior to joining Kraft Heinz. Karen has also held leadership roles at Diageo, Coty Beauty and P&G.
ABOUT THE PODCAST
🎙️ Retail Disrupted is a Top 5% Global Podcast. Every week, retail analyst Natalie Berg speaks with the leaders and disruptors shaping the future of retail.
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