Kraft Food's Fight against Obesity|Business Ethics|Case Study|Case Studies

Kraft Food's Fight against Obesity

            
 
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Case Details:

Case Code : BECG025
Case Length : 15 Pages
Period : 1996-2006
Pub. Date : 2003
Teaching Note :Not Available
Organization : Kraft Foods
Industry : Food and Beverages
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts

Kraft Shares the Blame

Kraft Foods' product portfolio comprised hundreds of products in various segments that could be classified as junk food (such as beverages, snacks, grocery, convenience foods and cheese).

Most of its product categories (such as frozen treats and pizzas; hot dogs; meat snacks; cheese products; enhancers; desserts; snack foods such as sugar confectionaries, cookies, biscuits; and ice creams) contained ingredients that qualified them as junk food. Considering that over 99% of households in the US used Kraft Foods products, analysts felt that the company could significantly influence the health of its consumers. Like most other food companies, most Kraft Foods advertisements targeted children. One of the company's advertisements for Oreo cookies had met with a lot of opposition. This advertisement was criticized for being too sedentary, since it showed a group of inactive youngsters enjoying Oreo cookies...

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Kraft Foods - Anti-Obesity Initiatives

In early July 2003, Kraft Foods announced a new set of initiatives to address the problem of obesity. The anti-obesity initiatives of Kraft Foods focused on four key areas - Product Nutrition, Marketing Practices, Consumer Information, and Public Outreach and Dialogue (Refer Table I for details of these initiatives).

As part of its anti-obesity initiatives, Kraft Foods formed a global advisory council with experts from various disciplines such as nutrition, human behavior, obesity, public health, physical activity, and lifestyle education and intervention programs. The advisory council was given the task of reviewing the company's product profile and recommending changes in line with the initiatives. The council was also expected to help the company develop policies related to its anti-obesity drive, and set standards and timetables for the implementation of the same. The main functions of the advisory council included determining the levels at which the portion size of Kraft Foods' single-serve packages should be capped; setting guidelines for nutrient characteristics for all products;...

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