Kraft Foods (US)

Kraft Foods is North America's leading food company, and the world #2 (after Nestle) with blockbuster brands including the eponymous masterbrand, Nabisco biscuits, Maxwell House coffee, Oscar Mayer meats and Philadelphia cream cheese. For many years, the group was the junior partner in Altria (formerly Philip Morris Companies), the conglomerate whose biggest division makes Marlboro cigarettes. The tobacco business and its associated litigation had long cast a shadow over Kraft's development. Altria floated part of Kraft Foods in 2001, but for many years was adamant that it had no plans to fully demerge its food operations. In 2004, however, the group acknowledged that it would now consider spinning out Kraft as an independent entity, and that process was completed at the end of March 2007. The group has continued to expand its global presence since then. In acquired Danone's substantial Lu biscuits division in Europe the same year, and in 2009 launched an initial bid to acquire British confectionery giant Cadbury. Advertising Age estimated global measured advertising expenditure of $1.9bn in 2007, making Kraft the world's #14 advertiser.

Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Advertising: Which agencies handle advertising for Kraft? The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here for subscription information.

Competitors: See Food Sector index for other companies

Subscribers may access the following website links:

Kraft Foods website

Nabisco	Balance Bar
Maxwell House	Jacobs Coffee
Philadelphia cream cheese	Lunchables
Miracle Whip	Tombstone
Terry's Chocolate Orange	Minute Rice
Cote d'Or	Kraft Easy Mac
General Foods International Coffees	Kaffee Hag
Vegemite	Marabou
Jack's	Toblerone
Country Time	Suchard Milka chocolate
Athenos	Cool Whip
Kraft Cheese	Crystal Light
Baker's Chocolate	Handi-Snacks
Velveeta	Kenco
Oscar Mayer	Stove Top Oven Classics
Polly-O Mozzarella	Cheez Whiz
Jell-O	Kool-Aid
Boca Burger

Click HERE to subscribe to Adbrands.net and access the profile and website links