Company Announcements

The brand that invented Tater Tots is shaping what comes next for the next generation of potato lovers

PITTSBURGH & CHICAGO--(BUSINESS WIRE)--May 6, 2026-- For more than 70 years, Ore-Ida Tater Tots have been a staple of family freezers and dinner tables across America. Now, the brand that invented Tater Tots is shaping what comes next. Today, Ore-Ida announces the launch of Dino and Star Tater Tots – its first new shapes in nearly two decades. Made with the same crispy-outside and fluffy-inside taste fans know and love, the new permanent additions reimagines a classic for the next generation of potato lovers. As younger consumers and families look for more novelty, fun and convenience in everyday foods, Ore-Ida is bringing playful shapes to the freezer aisle to add personality to every plate.

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Ore-Ida Goes Prehistoric and Celestial with New Dino and Star Tater Tots – its First New Shapes in Nearly Twenty Years

• Dino Tater Tots turn mealtime into a prehistoric adventure, tapping into the cross-generational love of dinosaurs - from childhood nostalgia to pop culture fascination - in a format that is easy for parents and fun for kids. Bringing a sense of imagination and adventure to the plate, Dino Tater Tots offer a playful new twist.
• Star Tater Tots are made for moments that shine. Launching as a partner of America 250, Star Tater Tots will debut with limited-edition America 250 packaging to mark the nation’s 250th anniversary celebrations - from summer grilling season to everyday dinners that deserve a little extra sparkle.

“Ore-Ida invented Tater Tots - and now, we’re shaping what comes next,” said Claire Lukaszewski, Senior Brand Manager of Ore-Ida. “With Dino and Star Tater Tots, we’re building on more than 70 years of potato expertise to bring new energy to the category - delivering the same great taste people expect in formats that feel fun, relevant, and made for today.”

The launch builds on Ore-Ida’s new brand platform “Ore-Ida or Nothing”, reinforcing its position as the original in a category often seen as interchangeable. While demand for more playful, shareable food experiences continues to grow, fewer than 1 percent of frozen potato products offer fun shapes beyond the classics¹ – creating a clear opportunity for Ore-Ida to lead the next wave of innovation.

Backed by more than 70 years of trust, the brand is uniquely positioned to bring something new to the table – especially as younger consumers increasingly gravitate toward innovation from brands they already know and love^2,3. Dino and Star Tater Tots are just the beginning, with additional shapes already in development as part of a broader innovation pipeline set to roll out next year.

Dino Tater Tots and Star Tater Tots are available at major retailers nationwide in 28 oz bags and in 5 lb club sizes. For more information, follow Ore-Ida on Instagram @oreida and TikTok @oreida or visit Ore-Ida (Dino Tater Tots) and Ore-Ida (Star Tater Tots).

¹ Circana - MULO - Latest 13 Weeks Ending 03-29-2026
² New Food Experiences for Gen Z (2021)
³Feeding Kids (2024)

ABOUT THE KRAFT HEINZ COMPANY

Kraft Heinz (Nasdaq: KHC) is one of the world’s largest food and beverage companies, with approximately $25 billion in net sales in 2025 and a portfolio of iconic brands enjoyed by consumers in more than 40 countries. By investing in our capabilities and brands, including Heinz, Kraft, Philadelphia, Primal Kitchen, and Lunchables, we are unlocking the full power of our portfolio. We deliver high‑quality, great‑tasting, and affordable food for the consumers of today, while shaping the future of food. Learn more at www.kraftheinzcompany.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260506226235/en/

Alison Brod Marketing + Communications
Kraftheinz@abmc-us.com

Source: The Kraft Heinz Company