To digitise the sales process and promote growth in LATAM, Kraft Heinz and BEES expand their partnership.

March 28, 2023

To digitise the sales process and promote growth in LATAM, Kraft Heinz and BEES expand their partnership.

BEES, a B2B e-commerce platform from AB InBev, will help Kraft Heinz advance its emerging markets strategy.

NEW YORK, CHICAGO, AND PITTSBURGH–(BUSINESS WIRE)– The Kraft Heinz Company (Nasdaq: KHC; “Kraft Heinz” or “the Company”) and BEES today announced an expanded partnership to advance the B2B market. The goal of the partnership is to help the Company expand its presence in Mexico, Colombia, and Peru by opening up 1 million potential new points of sale across LATAM. The new LATAM agreement is intended to act as a catalyst, raising points of distribution and increasing the number of products accessible to retailers in the area, to help Kraft Heinz realise its Emerging Markets strategy.

BEES is an e-commerce platform developed by AB InBev in 2019 that speeds up retailers’ digital journeys throughout AB InBev’s extensive worldwide footprint and distribution network. Business owners can browse products, place orders, receive rewards in relevant markets, schedule deliveries, manage invoices, and access business insights all in one spot thanks to best-in-class technology. BEES has lately welcomed other CPG businesses to list their products within its marketplace. BEES was initially developed as an internal solution for AB InBev. Since its launch, BEES has experienced rapid growth, expanding to 20 nations, 3.1 million active users each month, and more than 32 billion USD in gross merchandise value.

“Emerging Markets are essential to our growth plan, and to advance this, we’re relying on wise partnerships and wise investments. BEES is the ideal partner because it gives us access to AB InBev’s distribution network’s dependability and credibility, particularly in nations where we have significant growth potential, while also enabling us to tailor our strategy market-by-market to meet the needs of local retailers, according to Rafa Oliveira, EVP and President, International Markets, The Kraft Heinz Company. We need to use technology to boost the effectiveness of our sales team in places like Mexico, and we think BEES is positioned to change the game for us.

Through this collaboration, BEES will give businesses in the area—grocery store chains, restaurants, and small “mom and pop” stores—the ability to browse, order, and stock a variety of Kraft Heinz products at the touch of a button, giving the company access to retailers it had not previously served.

Nick Caton, Chief B2B Officer, AB InBev, said, “We’re delighted to welcome Kraft Heinz to the BEES marketplace to not only expand their presence and performance in Latin America but to better the lives of retailers in those countries as well. “The collaboration will make it simpler than ever for store owners to purchase what they need by bringing great brands like Kraft® Mac & Cheese and Heinz® Tomato Ketchup to the BEES marketplace. Together, we’re accelerating the digital transformation and fostering the success of neighbourhood companies.

The businesses intend to expand into Ecuador, Dominican Republic, Panama, and other LATAM nations after the initial pilots in Colombia, Peru, and Mexico.


At The Kraft Heinz Company (Nasdaq: KHC), we are leading a change motivated by our purpose, Let’s Make Life Delicious. Everything we do is centred on the needs of the consumer. With net sales projected to reach $26 billion in 2022, we are dedicated to expanding our venerable and up-and-coming food and beverage brands on a global platform. To unleash the full potential of Kraft Heinz across a portfolio of six consumer-driven product platforms, we make use of our size and agility. As global citizens, we’re committed to having a long-lasting, moral effect and providing nutritious food for everyone. Visit to learn more about our adventure, or follow us on LinkedIn and Twitter.


AB InBev developed the B2B e-commerce network known as BEES. Our goal at BEES is, and always will be, to make our customers’ lives easier and their companies more successful. Through our platform, we empower small and medium-sized retailers and the businesses that provide services to them with the power of digital, creating new growth possibilities for everyone. Visit or follow us on LinkedIn to find out more about how we are transforming the businesses and lives of millions of people.


We as a business have big dreams for a future filled with more cheers. We are constantly searching for fresh approaches to deal with life’s challenges, advance our sector, and leave a lasting mark on the world. We are dedicated to creating enduring brands and brewing the best beers possible with the best components. Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Castle®, Castle Lite®, Cristal®, Harbin®, Jupiler®, Modelo Especial®, Quilmes®, Victoria®, Sedrin®, and Skol® are some of the local champions in our diverse portfolio of well over 500 beer brands. Other international brands include Budweiser®, Corona®, and Stella Artois®. Our brewing history spans generations and countries and goes back more than 600 years. from the Den Hoorn brewery in Leuven, Belgium, where we first gained European origins. To the American brewery Anheuser & Co.’s pioneering character. During the Johannesburg gold run, the Castle Brewery was founded in South Africa. Bohemia, the country’s first distillery. With a balanced exposure to established and developing markets and a geographically diversified workforce of about 169,000 colleagues across nearly 50 nations, we are able to take advantage of our combined strengths.


There are several forward-looking statements in this news release. To spot forward-looking statements, look for terms like “allow,” “believe,” “design,” “expand,” “expect,” “increase,” “lean,” “offer,” “plan,” “propel,” “realize,” “spur,” and similar future or conditional expressions. These statements, each of which is based on the Company’s current beliefs, expectations, estimates, and projections, include, but are not limited to, statements about the anticipated benefits of the relationship, impacts of the relationship on the Company’s business, opportunities, performance, and future plans, and other statements that are not historical facts. These predictions are subject to numerous risks and uncertainties, many of which are difficult to forecast and outside of the company’s control, which could cause actual results to significantly differ from those projected in the predictions. The ability of the Company to realise the anticipated benefits of the relationship, the anticipated costs of the relationship, and the risk factors detailed in the Company’s filings with the Securities and Exchange Commission, including the most recent Annual Report on Form 10-K and subsequent reports on Forms 10-Q and 8-K, are among those factors, but they are not the only ones. Except as required by applicable law or rule, the Company disclaims any obligation to update, revise, or remove any forward-looking statement contained in this press release.