Kraft Foods, Inc.: It's Not Delivery, It's Digiorno campaign

Susan M. Steiner

In 1995, Kraft introduced the first frozen pizza with a fresh-frozen, not precooked, crust. Positioned as a frozen product that was as good as those delivered by your favourite pizzeria, in its first year, before it was in national distribution, it had sales of $125 million, and it ended 1997 with a sales volume of $200 million.

Kraft Foods, Inc.: It's Not Delivery, It's Digiorno campaign

Susan M. Steiner

OVERVIEW

Owned since 1988 by the Philip Morris Companies, Inc., Kraft is the largest U.S.-based packaged food company in the world. It traces its history to three separate and successful entrepreneurs of the late-19th and early-20th centuries: J. L. Kraft, who began a wholesale cheese business in Chicago in 1903; Oscar Mayer, who in 1906 was one of the first meat packers to receive a Federal Meat Inspection stamp of approval; and C. W. Post, who put Grape-Nuts cereal on the market in 1897. Kraft owns and markets...

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