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After dropping a planned brand divorce, Kraft Heinz says it is getting ‘smarter’
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After dropping a planned brand divorce, Kraft Heinz says it is getting ‘smarter’

The Seattle Times·Anya Litvak Pittsburgh Post-Gazette·26 days ago
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Kraft Heinz didn’t expect cheese to be a product with great promise. But that’s just one of the things that CEO Steve Cahillane and his executive team learned over the past two months, as they shifted from pursuing a corporate split to fixing the company from the inside. Other underappreciated products include Capri-Sun, a drink that can grow with its customers, transitioning from a children’s juice beverage to adult hydration, now with electrolytes. But frozen food, once thought to be a big potential winner, has been downgraded to “hold.” “We reserve the right to continue to get smarter. And that’s what we’ve done,” Cahillane told investors during the company’s earnings call on Wednesday. Cahillane’s recipe for Kraft Heinz, as articulated in a strategic U-turn in February, was to add more marketing dollars and hold the market share of the packaged goods firm.…

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