Kraft Heinz cut expenses too deeply under private equity management, its new CEO says

Core Viewpoint - Kraft Heinz is undergoing a strategic shift under new CEO Steve Cahillane, who acknowledges that previous cost-cutting measures have negatively impacted the company's performance and plans to invest in rebuilding capabilities and brand relevance [1][2][4]. Group 1: Financial Performance - Kraft Heinz's shares have decreased approximately 74% from their peak in 2017, indicating significant financial struggles [2]. - The company anticipates a decline in organic net sales between 1.5% and 3.5% for the current year [2]. - Berkshire Hathaway is contemplating an exit from its investment in Kraft Heinz after incurring a $3.8 billion write-down on its stock last year [3]. Group 2: Strategic Changes - Under Cahillane's leadership, Kraft Heinz plans to invest $600 million in various areas, including research and development and marketing, to enhance its operational capabilities [4]. - The company is pausing a planned break-up to focus on strengthening its core business [4]. Group 3: Product Innovation - Kraft Heinz is experimenting with new product formats, such as selling Capri-Sun drinks in plastic bottles, which have shown early success in increasing popularity among teenagers [5]. Group 4: Brand Relevance - Cahillane emphasizes the need to make Kraft Heinz's iconic brands relevant for today's consumers, acknowledging that the company has relied too heavily on its established brand names without adapting to current market demands [6].