Kraft: Peanut butter
Situation analysis
Overall assessment
For decades Kraft Peanut Butter (KPB) has been a staple in our pantries with three quarters of Canadians eating it every single week. But despite its long-standing position as market leader, new competitors had regularly begun showing up on shelves and the category was quickly becoming commoditized. In addition to direct competitors, KPB was also losing share to the influx of nut spreads like almond, cashew, and soy nut butters that were barely on the radar just a few years prior. These nut-based spread options were rapidly expanding...