“US Retail is a must-win for us,” Carlos Abrams-Rivera, president of the company’s North America business, said in a statement announcing the sales growth plan in February. As part of its earlier turnaround efforts, Kraft Heinz has been trying to reinvigorate decades-old brands like Velveeta and Oscar Mayer. It follows the food company’s strategy of leaning into comfort and convenience over healthy options, even as competitors focus on health. Kraft Heinzįor Kraft, the new brand is part of an effort to increase the company’s net sales by $2 billion through 2027.
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