Category Archives: Kraft

19 Feb 2009

Kraft’s turnaround plan and new brand identity: Will it win against store brands?

Raj Bhatt

At a CAGNY conference in Florida, Irene Rosenfeld, CEO of Kraft Foods, highlighted the progress made by Kraft against the turnaround plan announced by her in 2007. The turnaround plan is based on organizational changes, category re-framing using the ‘growth diamond’, sales initiatives, retailer collaboration, cost reduction and quality improvements. Kraft also unveiled a new [...]

brand identity, Kraft, rebranding

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07 Feb 2009

Can a private label manufacturer manage a national brand?…the case of Ralcorp and Post Cereals

Raj Bhatt

In November 2007, Ralcorp Holdings, one of the biggest manufacturers of store brand groceries, bought the Post brand (iconic products such as Honey Bunches of Oats, Post Raisin Bran, Grape-Nuts, Spoon Size Shredded Wheat, Pebbles and Post Selects,….) from Kraft for $2.6 BN (click here) in an all-stock deal. Many people, including myself, wondered whether [...]

brand, Kraft, Post, private label, Ralcorp

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