Change or die: how Kraft Foods is evolving in Asia

This paper discusses the changes Kraft has made to some of its brands across the Asia-Pacific region and how it is approaching its brand portfolio as it tries to turn itself into a truly global snacks and confectionery company.

Change or die: how Kraft Foods is evolving in Asia

Low Lai Chow

Kraft Foods is a company changing fast. In August 2011, the company announced it would split into two separate organisations: one to house its global (and rapidly growing) snacks and confectionery business; in the other it will spin off its less lucrative North American grocery brands. The company, according to Pradeep Pant, President of Kraft Foods Asia Pacific, believes: "If you're not changing, you are dead."

Pant was speaking the week before the company made public its reorganisation. He was delivering a keynote at the Appies 2011...

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