Rosenfeld - Creating an Innovation Culture at Kraft
Case Code: BSTR469
Case Length: 20 Pages
Period: 2000 - 2014
Pub Date: 2015
Teaching Note: Available
Organization: Kraft Foods Group, Inc.
Industry: Food, Beverage
Themes: Technology and Innovation Management, Knowledge Management
Abstract Case Intro 1 Case Intro 2 Excerpts
In early 2014, Kraft Foods Group, Inc. (Kraft) announced that it was looking to come up with products with simpler ingredient lists in order to cater to consumers who were interested in where their food came from and its process of manufacture. The company planned to not only remove artificial ingredients, but also to reduce calories, sodium, sugar, and fats from its food products.
In addition, it planned to increase the nutritional profile of its products. Tony Vernon, CEO of Kraft, said, "Freshly made and simple ingredients are becoming primary purchase drivers and we must incorporate this into our new product development and brand renovation plans."
Kraft, a 109-year-old company, had to its credit the introduction of several firsts in the food industry. However, by the early 2000s, the company’s innovation efforts had fallen by the wayside and it had failed abysmally in its efforts to come up with a successful new product. In addition, the rising competition in the US food industry and flat sales, along with growing commodity costs were eating into its margins........
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