Kraft highlights turnaround, unveils revamped logo

by Eric Schroeder
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BOCA RATON, FLA. — Kraft Foods Inc. has a new corporate logo and brand identity. The announcement, delivered by Irene Rosenfeld, chairman and chief executive officer, was one of several highlights of the Northfield, Ill.-based company’s presentation to the Consumer Analyst Group of New York conference in Boca Raton on Tuesday.

The new logo features an array of seven "flavor bursts," each of which represents a different division of Kraft's business, as well as the slogan "Make today delicious." The logo will begin appearing on the back and side panels of Kraft foods worldwide, while the existing blue, white and red Kraft Foods logo will remain as the product logo only on Kraft-branded products such as salad dressing.

"’Make today delicious’ defines, unites and inspires us," Ms. Rosenfeld said. "During the past two years, we’ve built a solid foundation by reinvesting in our brands, putting a new organization in place and improving our cost structure. As the next step in our turnaround, we’re adding three new ingredients to our recipe for success — a higher purpose that acts as a common call to action, values in action that guide our behavior and a new look and feel to visually depict our renewed energy."

In addition to the new logo, Ms. Rosenfeld highlighted the company’s solid momentum as it enters the final year of its three-year turnaround.

First, she said general managers, who have been given more responsibility as part of the turnaround, are reacting faster to market changes and delivering improvements in revenues, operating income and cash flow.

Second, efforts to reframe categories have lived up to expectations and have helped revitalize new product growth.

A third strategy, that of investing in sales as a sustainable competitive advantage, also has gone well, Ms. Rosenfeld said.

Finally, Ms. Rosenfeld said the company’s restructuring program that included streamlining operations through the closing of 36 manufacturing facilities has delivered $1.1 billion in savings to date with an additional $200 million in incremental savings expected in 2009.

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