Kraft Foods

Kraft Foods was an American food manufacturing and processing company that operated the North American grocery business separated from Kraft Foods Inc. in 2012. Its portfolio centered on familiar supermarket categories including cheese, dairy foods, beverages, convenience meals, and snack products. The business inherited the Kraft name and a broad collection of consumer brands, with products such as Kraft cheese, Kraft Macaroni & Cheese, and Maxwell House coffee serving as important examples of its market presence. The company was created during a strategic restructuring of Kraft Foods Inc. In August 2011, Kraft Foods Inc. announced a plan to divide its operations into two publicly traded businesses: a North American grocery company and an international snack and confectionery company. The proposed separation was intended to give each business a clearer strategic focus. Kraft Foods Inc. filed a Form 10 registration statement with the U.S. Securities and Exchange Commission in April 2012, and the separation was completed on October 1, 2012. The North American grocery operation became Kraft Foods Group, Inc., while the remaining international snack and confectionery operation was renamed Mondelēz International, Inc. Kraft Foods Group managed a portfolio oriented toward everyday grocery consumption rather than the internationally focused snacks and confectionery categories assigned to Mondelēz. Its activities included branded cheese, prepared meals, boxed dinners, coffee, dairy products, beverages, and other packaged foods. The company competed through household recognition, retail distribution, product line extensions, promotional partnerships, and the continued modernization of established brands. Its Kraft Macaroni & Cheese business became the subject of public debate over synthetic food dyes, illustrating the pressure established food companies faced from ingredient activists and parents seeking simpler formulations. The company also used sponsorships and promotional programs to maintain consumer visibility. It supported Major League Soccer and the National Hockey League, operated the Kraft Hockeyville community hockey program, and sponsored the Kraft Nabisco Championship on the LPGA Tour from 2002 through 2014. It also sponsored the Kraft Fight Hunger Bowl from 2010 through 2012. Kraft announced a grocery-store partnership for McCafé coffee in 2014, extending its beverage distribution through a well-known restaurant brand. Kraft Foods Group's independent existence ended after it agreed to combine with H.J. Heinz Company in March 2015. Heinz was controlled by Berkshire Hathaway and 3G Capital, and the transaction was completed on July 2, 2015. The combined business became The Kraft Heinz Company, described at the time as one of the world's largest food and beverage companies. Kraft Foods therefore survives primarily through brands and product lines within Kraft Heinz rather than as a standalone corporate entity.

Kraft Foods Group emerged from one of the most significant portfolio restructurings in the modern packaged-food industry. Its immediate predecessor, Kraft Foods Inc., had operated a large international portfolio spanning grocery products, snacks, confectionery, beverages, and other consumer foods. In August 2011, Kraft Foods Inc. announced that it intended to divide the business into two independently traded companies. One would concentrate on the North American grocery market, while the other would focus on international snacks and confectionery. The proposed split reflected a desire to give the two businesses different strategic identities. The grocery operation was mature, distribution-intensive, and closely tied to everyday supermarket purchases in North America. The international business had greater exposure to snacks, biscuits, candy, and confectionery categories with different geographic and growth characteristics. Kraft Foods filed the required Form 10 registration statement in April 2012. On October 1, 2012, the North American grocery operations were spun off as Kraft Foods Group, Inc. At the same time, the remainder of Kraft Foods Inc. changed its name to Mondelēz International, Inc. Kraft Foods Group was headquartered in Chicago and operated around a portfolio of established grocery brands. Its principal areas included cheese, dairy foods, beverages, coffee, packaged meals, boxed dinners, snacks, and convenience foods. Kraft cheese and Kraft Macaroni & Cheese were among the company's most recognizable products, while Maxwell House represented its important coffee business. The company competed in categories where brand familiarity, supermarket placement, affordability, product convenience, and promotional support were central to consumer choice. During its independent period, Kraft Foods Group faced changing expectations about ingredients and product formulation. In 2013, the company announced that it would remove artificial colors from three macaroni and cheese products made in child-oriented shapes. The announcement followed a consumer campaign opposing Yellow 5 and Yellow 6 in Kraft's signature products. The company did not initially apply the change to its standard original-flavor elbow macaroni product, demonstrating the incremental nature of the reformulation decision. Kraft also expanded its commercial partnerships. It sponsored Major League Soccer and the National Hockey League and supported Kraft Hockeyville, a community-based hockey competition launched in Canada in 2006 and later extended to the United States. Winning communities received funding for arena improvements and an opportunity to host an NHL preseason game. Kraft additionally sponsored the Kraft Nabisco Championship on the LPGA Tour from 2002 to 2014 and the Kraft Fight Hunger Bowl from 2010 to 2012. In 2014, it announced an arrangement to bring McCafé coffee into grocery stores beginning in 2015. The company's independent future was short-lived. On March 25, 2015, Kraft Foods Group announced that it would merge with H.J. Heinz. Heinz was controlled by Berkshire Hathaway and 3G Capital, and the transaction was intended to combine two large branded-food portfolios. The merger closed on July 2, 2015, forming The Kraft Heinz Company. Kraft Foods Group consequently became part of the new company rather than continuing as a standalone issuer and operating group. Its name and many of its products continued within Kraft Heinz, but the corporate entity described in this dossier became defunct after the merger.

• 2015

  Merger with H.J. Heinz completed

  [1]Kraft Foodsen.wikipedia.org

  Kraft Foods Group agrees to combine with H.J. Heinz Company in a transaction backed by Berkshire Hathaway and 3G Capital.

• 2015

  Kraft Heinz is formed

  [3]The Kraft Heinz Companyen.wikipedia.org

  The merger closes in July, ending Kraft Foods Group's status as a separate corporation and creating The Kraft Heinz Company.

• 2014

  McCafé grocery distribution agreement announced

  [1]Kraft Foodsen.wikipedia.org

  Kraft announced plans to sell McCafé coffee through grocery stores beginning in 2015.

• 2014

  John Cahill becomes chief executive

  [2]Kraft Foods Groupen.wikipedia.org

  John Cahill succeeds Tony Vernon as chief executive during the company's independent operating period.

• 2013

  Selected macaroni products reformulated

  [1]Kraft Foodsen.wikipedia.org

  Kraft announced the removal of artificial dyes from three kid-oriented macaroni and cheese varieties.

• 2012

  Registration statement filed

  [1]Kraft Foodsen.wikipedia.org

  Kraft Foods announced the filing of a Form 10 registration statement related to the separation.

• 2012

  Kraft Foods Group is spun off

  [1]Kraft Foodsen.wikipedia.org

  The North American grocery operations of Kraft Foods Inc. are separated into a new publicly traded company named Kraft Foods Group, while the global snacks business becomes Mondelez International.

• 2012

  Kraft Foods Group begins trading under KRFT

  [2]Kraft Foods Groupen.wikipedia.org

  The newly separated company becomes a Nasdaq-listed public company using the ticker symbol KRFT.

• 2011

  Kraft Foods announces planned split

  [1]Kraft Foodsen.wikipedia.org

  Kraft Foods Inc. announced plans to create separate North American grocery and international snack-and-confectionery companies.

A mass-market North American packaged-food company built around familiar household brands, supermarket distribution, convenience, and everyday grocery consumption.

• Cheese and dairy foods

  Kraft cheese

  Kraft cheese products formed a central part of the company's North American grocery portfolio. The line represented the company's strength in familiar, packaged dairy products distributed through mainstream supermarkets and other retail channels. Kraft Macaroni & Cheese was a prominent convenience-food product associated with the Kraft name. It was sold in multiple formats, including child-oriented shapes and the original elbow-shaped product, and became a focus of debate about synthetic food colors and ingredient reformulation.

• Coffee and beverages

  Maxwell House coffee

  Maxwell House was a major coffee brand in the company's beverage portfolio. Kraft also announced a separate agreement to distribute McCafé-branded coffee in grocery stores, broadening its presence in packaged retail coffee.

• Cheese, meals, macaroni and cheese, and grocery products

  Kraft

  The Kraft master brand covered a broad range of North American grocery products, including processed cheese, cheese slices, macaroni and cheese, dressings, sauces, and other packaged meal components. Kraft Macaroni & Cheese was one of the portfolio's most recognizable convenience-food offerings. The brand served as a central consumer-facing identity for the company and continued under Kraft Heinz after the 2015 merger.

• Processed meats and refrigerated foods

  Oscar Mayer

  Oscar Mayer was the company's principal processed-meat brand, known for products such as hot dogs, bacon, deli meats, and lunch-oriented refrigerated foods. Its products addressed everyday household meals and convenience occasions and gave Kraft Foods Group a significant position in the North American refrigerated-meat category.

• Cream cheese and dairy spreads

  Philadelphia

  Philadelphia was a major cream-cheese and dairy-spread brand in the Kraft Foods Group portfolio. It was sold for use at breakfast, in baking, and in prepared recipes. The brand's broad household recognition made it one of the company's important refrigerated dairy offerings.

• Processed cheese

  Velveeta

  Velveeta was a processed-cheese brand marketed for melting, cooking, dips, and prepared meals. It occupied a distinct position within the company's cheese portfolio through its smooth texture and convenience-oriented use cases.

• Desserts and gelatin

  Jell-O

  Jell-O comprised gelatin desserts, pudding products, and related dessert items. It represented Kraft Foods Group's presence in shelf-stable desserts and was associated with home preparation, family occasions, and convenience.

• Packaged lunch kits

  Lunchables

  Lunchables offered portioned, ready-to-assemble lunch kits aimed primarily at children and families. The brand emphasized portability and convenience and occupied a distinctive position between refrigerated meals, processed meats, and snack foods.

• Nuts and snack foods

  Planters

  Planters was a branded nuts and snack-food business associated with products such as peanuts and mixed nuts. It broadened Kraft Foods Group's portfolio beyond core grocery staples and gave the company a presence in packaged snacking.

• Juice drinks and beverages

  Capri Sun

  Capri Sun was a pouch-format beverage brand marketed primarily to families and children. Its portable packaging and fruit-drink positioning made it one of the company's recognizable non-alcoholic beverage offerings in North America.

• 2010Kraft Fight Hunger Bowl sponsorship

  United States

  Kraft sponsored a postseason college-football bowl game from 2010 through 2012.

  Outcome. Extended the brand's sports-marketing presence into college football.

  Source
• 2006Kraft Hockeyville

  Canada · United States

  Kraft sponsored a community competition celebrating ice hockey culture and local commitment to the sport. Winning communities received arena-improvement funding and the opportunity to host an NHL preseason game. The program was later expanded to the United States in 2015.

  Outcome. Became a recurring community sports property associated with Kraft sponsorship.

  Source
• 2002Kraft Nabisco Championship sponsorship

  United States

  Kraft sponsored the Kraft Nabisco Championship, one of the LPGA Tour's major tournaments, through 2014.

  Outcome. Provided long-term visibility for the Kraft name in professional women's golf.

  Source
• Major League Soccer and National Hockey League partnerships

  United States · Canada

  Kraft Foods was identified as an official partner and sponsor of Major League Soccer and the National Hockey League.

  Outcome. Supported broad sports-based consumer awareness for Kraft brands.

  Source

• 2015

  Merge with H.J. Heinz CompanyM&A

  Background

  Kraft Foods Group and H.J. Heinz Company pursued a combination intended to unite two large branded-food portfolios and create a broader global packaged-food company.

  Action taken

  Kraft Foods Group agreed to merge with H.J. Heinz Company in a transaction backed by Berkshire Hathaway and 3G Capital.

  Aftermath

  The transaction closed in July 2015 and created The Kraft Heinz Company. Kraft Foods Group ceased to exist as a separate listed corporation.

  Source

• 2014

  Bring McCafé coffee to grocery storesProduct launch

  Background

  Kraft sought to expand its packaged coffee business through a partnership with McDonald's.

  Action taken

  Kraft agreed to sell McCafé-branded coffee in grocery stores beginning in 2015.

  Aftermath

  The agreement added a restaurant-linked coffee brand to Kraft's retail distribution portfolio.

  Source

• 2013

  Remove artificial dyes from selected macaroni productsProduct launch

  Background

  Consumer activists challenged the presence of Yellow 5 and Yellow 6 in certain Kraft macaroni and cheese products.

  Action taken

  Kraft announced that it would remove artificial dyes from three varieties made in kid-friendly shapes.

  Aftermath

  The original-flavor elbow-shaped product was not included in the initial change.

  Source

• 2012

  Separate the North American grocery and global snack businessesStrategy

  Background

  Kraft Foods Inc. determined that its North American grocery operations and its international snack business had different geographic footprints, category dynamics, and growth priorities.

  Action taken

  The company created Kraft Foods Group for the North American grocery operations and Mondelez International for the global snacks business.

  Aftermath

  Kraft Foods Group became an independent public company, while Mondelez operated as a separate global snacks company.

  Source

• 2011

  Separate grocery operations from international snacksStrategy

  Background

  Kraft Foods Inc. sought to give its North American grocery and international snack businesses more focused strategies and corporate identities.

  Action taken

  The company announced a plan to divide into two publicly traded businesses.

  Aftermath

  The separation was completed in 2012, creating Kraft Foods Group and Mondelēz International.

  Source

• 2015

  Kraft Foods Group and H.J. Heinz announce merger[1]Kraft Foodsen.wikipedia.org

  M&A

  Kraft Foods Group and H.J. Heinz Company announced a merger backed by Berkshire Hathaway and 3G Capital, creating The Kraft Heinz Company.

• 2015

  Kraft Heinz completes merger[1]Kraft Foodsen.wikipedia.org

  M&A

  The merger of Kraft Foods Group and H.J. Heinz was completed, creating The Kraft Heinz Company and ending Kraft Foods Group's independent corporate existence.

• 2015

  Kraft Foods Group becomes part of The Kraft Heinz Company[3]The Kraft Heinz Companyen.wikipedia.org

  M&A · Other

  The merger closed in July 2015, ending Kraft Foods Group's existence as a separate listed company.

• 2014

  Kraft agrees to distribute McCafé coffee in grocery stores[1]Kraft Foodsen.wikipedia.org

  Product launch · Other

  Kraft announced an agreement to sell McCafé-branded coffee through grocery stores beginning in 2015.

• 2014

  Kraft Foods Group names John Cahill chief executive[2]Kraft Foods Groupen.wikipedia.org

  Leadership change

  John Cahill succeeded Tony Vernon as chief executive during the company's final period as an independent public company.

• 2013

  Arbitration awards Kraft-related business $2.7 billion in Starbucks dispute[1]Kraft Foodsen.wikipedia.org

  Lawsuit

  An arbitration ruling ordered Starbucks to pay $2.7 billion over the early termination of a coffee distribution agreement. The award was directed to Mondelēz International, the successor to Kraft Foods Inc.'s international business, rather than Kraft Foods Group.

• 2013

  Kraft announces removal of artificial dyes from selected macaroni products[1]Kraft Foodsen.wikipedia.org

  Product generation · Regulation

  Kraft said it would remove synthetic dyes from three kid-focused macaroni and cheese varieties following consumer activism, while retaining the original formulation in its standard elbow-shaped product.

• 2012

  Kraft Foods files registration statement for corporate separation[1]Kraft Foodsen.wikipedia.org

  Other

  The company announced that it had filed a Form 10 registration statement connected with the planned creation of the North American grocery company.

• 2012

  Kraft Foods Group begins operating as a separate company[1]Kraft Foodsen.wikipedia.org

  Other

  The North American grocery business was spun off as Kraft Foods Group, while the remaining international business became Mondelēz International.

• 2012

  Kraft Foods completes separation into Kraft Foods Group and Mondelez International[2]Kraft Foods Groupen.wikipedia.org

  Other

  Kraft Foods separated its North American grocery operations into Kraft Foods Group while the global snack business became Mondelez International.

Showing the 10 most recent.

1. 1Kraft Foodsen.wikipedia.org
2. 2Kraft Foods Groupen.wikipedia.org
3. 3The Kraft Heinz Companyen.wikipedia.org