In September, Kraft Heinz rolled out its much-anticipated new business strategy to reinvest in brands and to use a platform-based approach for products and the spaces in which they compete.

CEO Miguel Patricio and his leadership team crafted the strategy and established the basic tenets by the beginning of 2020 — before the coronavirus pandemic upended business and consumers’ everyday lives. Kraft Heinz first planned the rollout for early in the year, but then initially delayed it so then-new U.S. Zone President Carlos Abrams-Rivera could provide input. As the pandemic made most meetings virtual, the company rescheduled an in-person investor conference to discuss the new strategy slated for the spring to an online event in the fall.

But despite those delays, and in spite of the pandemic’s radical effects on consumer behavior, leaders at Kraft Heinz are sticking to their strategy.

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