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FEB 2007

Cooking Up Changes at Kraft Foods†

Studying Rushed Consumers, CEO Rosenfeld Orders Up Menu of Complete Meals

Wall Street Journal, February 20, 2007 — After Irene B. Rosenfeld became chief executive officer of Kraft Foods Inc. in June, she spent months talking to employees and peeking inside consumers' kitchens — from suburban Chicago to the capital of China.

Category: Innovation
Tags: Kraft, Consumer Insights, Growth, New Products, Research

Comments

From Paul on February 23, 2007

I’m always fascinated at CPG manufacturers chasing “convenience”. Kraft is no different as this has been their theme for as long as I can remember. However, I think convenience has hit a point of diminishing returns. You can pick up a meal in a bag from the store and feed a family of four in 10 minutes. Is making it any faster of any significance? The other CPG chase is the making things “healthier”. Irene Rosenfeld stated that “Everybody wants to eat healthier”, yet she talks about Cheez Whiz and bologna. She also mentioned better consumer knowledge which is the best things she said. However, there appears to be quite a gap. Until Kraft understand consumer segments and product usage among them they will never truly understand when a consumer is looking for something healthy (sugar fee Jell-O) versus an indulgence (Cheez Whiz). Right now, Irene Rosenfeld is sounding like all the other CEOs before her and across the industry. As with past Kraft CEOs, the intents there, but I’m already skeptical of her follow-through.

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