卡夫亨氏拆分在即：一场高加工食品帝国的“退烧时刻”

Core Viewpoint - Kraft Heinz is planning to split part of its core grocery business and seeks to sell multiple brand assets with an estimated valuation of around $20 billion, indicating a significant shift in strategy after years of declining performance since its merger in 2015 [1][2]. Group 1: Company Performance and Strategy - Since the merger in 2015, Kraft Heinz has faced a decline in revenue, market value, and brand relevance, with its valuation dropping from $280 billion to $150 billion over four years, and its stock price down over 60% from its peak [2]. - The company's management, led by 3G Capital, implemented strict cost-cutting measures, including layoffs and reduced marketing budgets, which failed to foster sustainable growth and led to a lack of innovation [3]. Group 2: Market Trends and Consumer Behavior - There is a growing consumer preference for healthier, sustainable food options, with new brands emphasizing plant-based, low-sugar, and high-protein products gaining traction, while Kraft Heinz's offerings remain high in sodium and sugar [3][4]. - The rise of GLP-1 weight loss drugs has altered consumer eating habits, leading to a decline in the consumption of high-processed foods, impacting the demand for Kraft Heinz's products [6]. - Retailers are increasingly promoting private label brands, which are often cheaper than traditional brands, further squeezing the market share and profit margins of established companies like Kraft Heinz [7]. Group 3: Future Outlook and Industry Trends - The proposed split may signal a potential restart of growth for Kraft Heinz, with the possibility of using cash flow from the divestiture to reduce debt or pursue acquisitions in new markets [8]. - The trend of "micro-sizing" among consumer packaged goods (CPG) giants is evident, as companies like Coca-Cola and Unilever are also focusing on core, high-margin brands while divesting low-growth segments [9][10]. - The restructuring of Kraft Heinz reflects a broader industry shift towards more agile and focused business models, emphasizing the need for brands to adapt to the new consumer landscape characterized by health, segmentation, and value [10].