Kraft Heinz launched an organic business called Springboard Brands and, later, acquired Primal Kitchen to be part of it.
In May 2018, Kraft Heinz launched Springboard Brands, a business focused on growing organic, natural, and "super-premium" food brands. Later that year, it was announced Kraft Heinz would acquire the Primal Kitchen brand as part of the company's Springboard Incubator. 
