Kraft Foods Group
The old Kraft split into two separate companies in the final quarter of 2012. The slimmed-down Kraft Foods remains one of North America's leading food companies, but the old group's extensive portfolio of snack brands now form the core of a new and even larger global business under the name Mondelez International. Kraft kept hold of a large range of well-established grocery products sold primarily in North America, such as Kraft cheese, Philadelphia cream cheese, Kool-Aid drink mixes, Oscar Mayer meats and Maxwell House coffee. Mondelez has the faster-growing cookie business, comprising the heritage Nabisco portfolio and the substantial Lu division acquired from Danone in 2007. It also houses the extensive Cadbury confectionery and gum division, as well as the Suchard chocolate brands previously owned in Europe by the old Kraft.
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Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 14th Nov 2013: Kraft Foods won a stunning victory in its three year legal battle with Starbucks over improper termination of a long-standing contract to distribute the latter's branded coffee in US grocery channels. The coffee giant must pay a whopping $2.7bn in compensation and damages, effectively wiping out all its profits for the past two years. The current Kraft Foods Group comprises the North American grocery business spun off last year from what is now Mondelez International. Kraft will pass the cash windfall back to Mondelez, which will use it to widen its share buyback programme.
Adbrands Weekly Update 20th Jun 2013: Kraft restructured its business units in North America, combining its collection of meal kits (including Velveeta, Stove Top and Kraft Mac & Cheese) with Cool Whip topping and Jell-O to form a new Meals & Desserts group, headed by former Grocery EVP Michael Osanloo. The remaining grocery items are rebranded as Enhancers & Snack Nuts, and include salad dressings and meal sauces as well as the Planters brand family. Oscar Mayer marketer Jane Hilk is promoted to EVP and leader of that new group.
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Kraft Foods website website
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