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Corporate Corporate Presentation Transcript

  • The secrets of our success... A wealth of brand power
  • An unquenchable thirst for more
  • 85% $515 85% $485 $440 $462 $431 85% $402 85% 5% Operations Summary ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 CAGR $1,728 $515 $485 $1,502 $440 $462 $431 $1,338 $402 $1,183 5% $1,040 $1,095 11% ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 CAGR 61% CAGR $515 $1,728 $485 $440 $462 $431 Category Category U.S. and Canadian Beverages Annual Sales (Dollars in Millions) $1,502 Category Category U.S. Ready-to-Eat Cereals Annual $402 Sales (Dollars in Millions) Position Share ‘95 ‘96 ‘97 ‘98 $1,338 ‘99 ‘00 Position Share ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 Gatorade thirst quencher is an extraordinary $1.7 billion brand, commanding $1,728 With a 10 percent share, Quaker is the number-four player in the highly 5% $1,183 $712 $725 CAGR 1 $693 $690 4 $1,040 $1,095 11% $665 more than an 85 percent share of the rapidly growing U.S. sports beverage competitive $7.5 billion ready-to-eat cereal category. Four strong brands # $626 # $1,502 CAGR $1,338 category. With an average annual growth rate in excess of 10 percent over the $1,183 $1,728 comprise the majority of that share: Cap'n Crunch, Life, Quaker Toasted 85% 61% 1% last five years, Gatorade is recognized as one of the fastest-growing beverage $1,095 11% $1,040 $1,502$1,728 CAGR 10% 61% Oatmeal and Quaker bagged cereals. After three years of solid growth, CAGR $1,338 $725 brands in the marketplace. In 2000, its sales grew an impressive 14 percent. ‘95 ‘96 ‘97 $371 ‘98 $375 $1,502 ‘00 ‘99 61% Quaker cereal sales declined in 2000, as price promotions were reduced in ‘95 $665 ‘96 ‘97 $693 ‘98 $712 ‘99 ‘00 $690 $1,183 $335 61% New flavors and packaging, effective marketing and expanded distribution $1,040 $1,095 $1,338 $333 11% favor of investment in brand-building programs. Although this strategy had $626 $308 U.S. Category Size $283 $1,183 CAGR 4% U.S. Category Size $2 Billion contributed to that robust growth. But it is the rehydrating functionality of $1,095 $1,728 11% an impact on near-term sales, it, combined with operating-cost efficiencies, $1,040 CAGR $7.5 Billion 1% ‘95 ‘96 ‘97 ‘98 ‘99 CAGR‘00 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 CAGR Gatorade that keeps consumers coming back for more. Scientifically formulated $1,502 85% $1,338 boosted operating income and profit margins significantly. For the future, 85% One-Year Trends: One-Year Trends: and athletically proven to rapidly replace fluids and provide energy to working $1,183 Quaker’s focus is on keeping its brands strong, while running its business $693 $712 $725 $690 ‘95 $1,095 ‘97 $1,040 ‘96 Sales Volume‘98 ‘99 Category ‘00 11% Sales $665 Volume Category 85% muscles, Gatorade is a superior product designed to quench active thirsts. In $371 $375 CAGR 40% more profitably. To this end, in 2000, the Company embarked on a major $626 ‘95 ‘96 $335 ‘97 ‘98 $333 ‘99 ‘00 10% -5% -5% -2% 85% 2000, Quaker introduced vitamin-fortified Propel fitness water to 25 percent $308 ‘95 15%‘96 ‘97 13% ‘98 ‘99 ‘00 10% restructuring project, announced in 1999, that should significantly reduce ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 $283 5% 4% 1%$341 of the United States. $371 CAGR $375 10% ready-to-eat cereal operating costs in 2001 and beyond. $298 $305 CAGR $335 $333 10% $285 $291 ‘95 $308 ‘96 ‘97 ‘98 ‘99 ‘00 $269 $283 Category Sales by International Beverages Annual Sales (Dollars in Millions) 4% $371 $375 Category Category Grain-based Snacks Annual Sales (Dollars in Millions) 3% CAGR Position Geographic $335 $333 Position Share CAGR Opportunities abound for Gatorade in the international marketplace. Today, Quaker took consumers by storm in 2000 with its line of great-tasting, 1 Region $308 $371 $375 ‘95 ‘96 ‘97 ‘98 ‘99 $341 ‘00 1 # $283 4% Gatorade thirst quencher is available in more than 55 countries throughout $335 $333 ‘00 wholesome grain-based snacks, including Quaker Chewy granola bars, $298 $305 # ‘95 ‘96 ‘97 ‘98 ‘99 CAGR $285 $291 61% $308 $269 $283 4% 40% 70% Latin America, Europe and the Asia/Pacific region. In 2000, international $485 $515 40% Quaker Fruit & Oatmeal cereal bars and Quaker Crispy Mini's rice snacks. $440 $462 $371 CAGR $375 ‘95 ‘96 ‘97 ‘98 ‘99 3%‘00 beverage sales grew 13 percent to $375 million and operating income rose $402 ‘95 ‘96 ‘97 $431 ‘98 ‘99 ‘00 Granola 40% Sales grew 12 percent to a record $341 million. Quaker Chewy granola bars CAGR 85% $335 $333 Bars 40% 85% 162 percent. These results reflect a rebound in Latin America, where sales $308 $283 5% delivered exceptional growth, capturing a 40 percent share of the $400 million 4% CAGR $341 U.S. Category Size reached a record $274 million, an increase of 20 percent. In Europe, sales were ‘95 ‘96 ‘97 ‘98 ‘99 CAGR ‘00 $400 Million category. Over the past five years, Quaker Chewy granola bars have grown $298 $305 ■ Latin America $285 $291 1 ■ Europe61% depressed by the weakening of currencies, though volume increased 9 percent. ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 more than 7 percent per year on average—13 percent in the last three—making ‘95 ‘96 $269 ‘97 ‘98 ‘99 ‘00 # 61% $515 $343 $341 $344 3%$335 ■ Asia/Pacific In the Asia/Pacific region, Gatorade sales grew 18 percent, as the Gatorade $485 it one of the Company’s fastest-growing brands. Quaker Crispy Mini’s rice $324 $316 One-Year Trends: $431 $440 $462 One-Year Trends: CAGR 61% brand continued to be underwritten and introduced to consumers in the region. $402 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 36% snacks also contributed strongly to growth. Its sales grew 63 percent, as two 10% Sales Volume 70% 70% Sales Volume Category 61% ‘95 ‘96 ‘98 ■ Asia/Pacific ‘97 ‘99 5%‘00 $515 Rice new flavors were added to the line. A new Gatorade energy bar also was 1% $485 $462 ■ EuropeCAGR Cakes 70% CAGR 13% $440 $402 14% $431 70% added to the snacks line-up in 2000. It was introduced primarily in convenience 12% $343 9%$341 $344 1%$335 ■ Latin America $324 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 $515 U.S. Category Size $316 $485 5% $170 Million stores, where it is already one of the top-selling energy bars. $462 $440 $431 CAGR $402 $725 $515 $693 $712 $485 $690 1% 10% $665 $462 ‘98 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘95 $440 ‘97 Annual Sales (Dollars$431 ‘99 5% ‘96 ‘00 Category Category 10% U.S. Hot Cereals $402 $626 in Millions) Category Category Golden Grain Annual Sales (Dollars in Millions)CAGR Position Share CAGR Position Share 40% Quaker oatmeal sales reached $515 million in 2000—a record high for this 5% Rice-A-Roni, Pasta Roni and Near East brands continued to bring great 1 10% 1% $515 34% 36% $343 $341 $344 $335 1 $485 CAGR 36% $324 # highly profitable 124-year-old brand. This performance proves, once again, ‘95 ‘96 ‘97 $462 ‘98 ‘99 CAGR ‘00 taste, convenience and variety to consumers of main-meal side dishes. $316 # $440 $431 10% $402 36% 61% that Quaker is still America’s number-one choice for a nutritious, hot cereal 36% These flavorful grains and pastas hold leading positions in the $590 million ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 61% 5% 1% breakfast. With a 61 percent category share, Quaker oatmeal is clearly a leader ‘95 ‘96 ‘97 $693 ‘98 $712 ‘99 $725 ‘00 $690 CAGR Value- flavored rice and the $315 million flavored pasta categories. Near East, Golden $505 $518 $521 $500 $501 CAGR $501 $665 among heart-healthy foods. Beyond its scientifically proven cholesterol-reducing ‘95 $626 ‘96 ‘97 ‘98 ‘99 ‘00 added Grain’s line of all natural couscous and pilafs, grew in popularity in the specialty ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 Rice 40% properties, the brand’s new flavors, new varieties and packaging innovations U.S. Category Size grains segment. Despite strength in these premium brands, Golden Grain’s 0% 40% $712 $725 1% $693 $690 $590 Million CAGR U.S. Category Size $665 CAGR have kept Quaker oatmeal on the breakfast tables of children and adults alike. $626 17% sales declined 3 percent in 2000, reflecting weakness in the regional Golden 2 $850 Million 40% 70% ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 # 34% $518 $521 In 2000, two new indulgent instant oatmeal flavors were introduced nationally, $693 $712 $725 $690 34% Grain-Mission pasta business. Withstanding this shortfall, operating income $505 $500 $501 $501 $665One-Year Trends: 1% One-Year Trends: 40% as were microwaveable cups of Quaker Instant Oatmeal Express. In addition, $626 and profit margins expanded, as the business adopted a more efficient $712 CAGR $725 $341 34% Sales $693 Volume Category$690 34% Sales Volume 0% Category 10% on a regional basis, Quaker Instant Oatmeal Nutrition for Women was introduced. $665 $305 operating structure. CAGR ‘95 $298 ‘96$626 ‘97 ‘98 $291 ‘99 1% ‘00 Value- ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 10% $285 $269 added -3% -5% This product is fortified with iron, calcium, folic acid and soy protein—nutrients 6% 4% CAGR 4% Pasta 2% $725 1% 3% $690 U.S. Category Size 70% important to today’s health-conscious woman. $665 ‘95 ‘96 $693 ‘97 $712 ‘98 CAGR ‘99 CAGR ‘00 $315 Million $505 $518 $521 $500 $501 $501 70% $626 17% $371 $373 70% CAGR= Compound Average Growth Rate 17% ‘95 $345 ‘96 ‘97 ‘98 ‘99 0%$346 ‘00 36% ‘95 ‘96 ‘97 ‘98 ‘99 1% $341 ‘00 76% $319 $308 CAGR $298 $305 CAGR 17% 70% $285 $291 ‘95 ‘95 ‘96 ‘96 $269 ‘97 ‘97 ‘98 ‘98 ‘99 ‘99 ‘00 ‘00 17% 2% 40% $341 CAGR 40% 3% $371 $373 $298 $305 CAGR $285 $291 $345 $346 ‘95 ‘96 $269 ‘97 ‘98 ‘99 ‘00 $319 $308 $341 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 36% $298 $305 3% 36% $285 $343 $291 $341 $344 CAGR $335 $341 ‘95 ‘96 ‘97 ‘98 ‘99 2%‘00 $324 $316 $269 CAGR 36% 34% ‘95 $298 ‘96 ‘97 ‘98 $305 ‘00 ‘99 $285 $291 76% $269 3% CAGR 76% $371 $373 36% 1% $345 $346 Operations Summary 70% ‘95 ‘96 ‘97 ‘98 ‘99 CAGR $305 3% CAGR $341 ‘00 Our Value Creation Strategy 76% 76% $319 $308 $298 $291 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 70% $285 $269 $215 2%$210 $209 $207 $206 Top-line $203 $343 $341 $344 $335 CAGR ‘95 $324 ‘96 ‘97 ‘98 ‘99 ‘00 3% $316 34% CAGR 34% ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 0% ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 Growth CAGR 17% $343 $344 34% $341 1% $335 $324 $316 $215 CAGR $209 ‘95 $207 ‘96 $206 ‘97 $203 ‘98 ‘99 $210 ‘00 34% ‘95 $324 ‘96 ‘97 $343 ‘98 $341 $344 ‘99 ‘00 $335 Our formula for creating value is simple. We use Category 36% Category Other U.S. and Canadian Foods Annual Sales (Dollars in Millions) 1% $316 0% $344 CAGR Position Share 36% Quaker's smaller but well-established brands, including Aunt Jemima syrups $324 $518 $343 $521 $341 $335 cost savings to help fund innovation and brand ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 CAGR 1 $505 ‘95 ‘96$316 ‘97 $500 ‘98 $501 ‘99 $501 ‘00 1% # 17% 17% and mixes, Quaker grits and Masa Harina tortilla flour and corn meal, are all CAGR building, which in turn drive top-line growth. $215 $209 $207 $206 $203 $210 0% highly profitable leading brands, though in relatively mature categories. In $343 $341 $344 1% CAGR $335 17% $324 Our hunger to constantly improve every element ‘95 $316 ‘96 ‘97 ‘98 ‘99 CAGR ‘00 Syrup 2000, the Aunt Jemima brand enjoyed a 17 percent share of the $560 million ‘95 ‘96 ‘97 ‘98 ‘99 0%‘00 76% 17% syrup category and a 22 percent share of the $310 million pancake mix category. CAGR U.S. Category Size ‘95 ‘96 $518 ‘97 $521 ‘98 ‘99 1% ‘00 of our business keeps this virtuous circle going. 34% $560 Million Quaker grits, both long-cooking and instant, commanded a 76 percent share $505 $500 $501 $501 CAGR ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 1 34% of the $100 million corn grits category. The Company's Canadian business ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 # 0% delivered strong sales—topping $200 million—and solid double-digit operating $521 $505 $518 One-Year Trends: $500 $501 CAGR $501 Essential to this circle is a portfolio of strong ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 Cost 76% income growth in 2000. In Canada, hot cereal, snack, syrup, mix and food Profitable 76% ‘95Sales ‘96 ‘97 Volume‘98 ‘99 ‘00 service brands all posted strong growth. $521 0% brands. To increase its strength, the portfolio Brand Grits $505 $518 $371 $373 $500 $501 $501 CAGR 76% $345 ■ Canada $346 Savings/ $319 0% <1% $308 U.S. Category Size 17% 76% $505 ‘95 $518 ‘96 $521 ‘97 $500 ‘98 ■ U.S. $501 $501 ‘99 0% ‘00 needs fuel to fund compelling marketing and Growth $100 Million Building CAGR 17% 2% 0% innovative product development. That fuel Efficiency CAGR Sales by Latin American Foods $505 Annual Sales$521 $518 (Dollars in Millions) $500 $501 CAGR $501 Product Line ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 Quaker manufactures and markets leading food brands in Latin America, $371 $373 $345 $346 0% including Quaker brand cereals and snacks; oat-based beverage powders— A winning formula for value $319 ‘95 ‘96 ‘97 ‘98 $308 CAGR ‘99 ‘00 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 such as FrescAvena; chocolate powder and beverages—such as Toddy and ‘95 ‘96 $371 ‘97 $373 ‘98 ‘99 2% ‘00 ToddYnho; and Coqueiro canned fish. Brazil and Mexico are the Company's $345 CAGR $346 $319 $308 76% largest Latin American markets, with smaller businesses in the Caribbean, $371 $373 $345 $346 ■ Cereals/grain-based 76% Central America, Colombia, Argentina and Venezuela. In 2000, Quaker’s Latin $319 ‘95 ‘96 ‘97 ‘98 ‘99 $308 $215 2%‘00 ■ hocolate beverages C $209 $207 $371 $206 $373 $210 CAGR $203 ■ Canned fish American business recovered some ground lost in 1999, as economies in the ‘95 $345 $346 $319 ‘96 ‘97 ‘98 ‘99 $308 2% ‘00 region strengthened. Sales increased 12 percent to $346 million, led by solid 0% One-Year Trends: CAGR growth in Brazil, and operating income increased 2 percent. Overall, Latin $371 $373 2% CAGR Sales ‘96 ‘95 $345 Volume ‘97 ‘98 ‘99 CAGR$346 ‘00 America continues to present attractive opportunities for long-term profitable $319 $308 comes from the incremental revenues produced growth. Its large, growing population has an increasing demand for high-quality, 12% 12% $215 $209 ‘95 ‘96 $207 ‘97 $206 ‘98 $203 ‘99 $210 ‘00 2% by our brands, and from the funds generated by value-added food products. CAGR ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘95 ‘96 ‘97 ‘98 ‘99 0% ‘00 cost-saving and productivity improvements. Innovation $209 $207 $215 CAGR $210 Sales by European and Asia/Pacific Foods Annual Sales $206 (Dollars $203 in Millions) Geographic Region In Europe, Quaker has a profitable cereals and snacks business. Premier ‘95 ‘96 ‘97 ‘98 $215 0% ‘99 ‘00 $209 $207 $206 $203 $210 brands in the European region include: Sugar Puffs, Harvest Crunch and CAGR To ensure that funds are used effectively, discipline $209 $215 $210 Cruesli cold cereals; Quaker, Quaker Oatso Simple and Scott's Porage Oats $207 $206 $203 0% hot cereals; and popular new Snack-a-Jacks rice snacks. Although sales grew ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 CAGR is applied. We allocate funding to projects where 0% 5 percent in local currency terms, when translated into U.S. dollars, sales $209 $207 $206 $203 $215 CAGR $210 expected returns exceed our cost of capital. ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 declined 3 percent, reflecting weaker European currencies. Despite devaluing ■ Europe currencies, operating income increased a strong 9 percent. In the Asia/Pacific 0% If we succeed at delivering returns greater than ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ■ Asia/Pacific CAGR region, Quaker operates a small foods business. Here, sales increased 3 percent One-Year Trends: our cost of capital, we will grow our business ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 to nearly $25 million and operating profits nearly doubled. Communicating the heart-health benefits and cholesterol-reducing properties of oatmeal to Sales Volume profitably and drive greater long-term cash flows. -3% ■ Asia/Pacific consumers continued to drive growth in the Asia/Pacific region. ‘95 ‘96 ‘97 2% ‘98 ■ Europe ‘00 ‘99 Over time, this increases our economic value. CAGR= Compound Average Growth Rate
  • E NB E CA HOM TED . HAT ULA S OF W ORM RIER REF BAR AND iums OLD LVED ond omin THE ISSO are c ry- EN D ces galle E BE iden n for HAV Res assio nnec ts seum d’s p at co e Mu skin ign th Th iel Libe des and Dan n of onal d by fusio moti fuele —a al, e spac e living llectu allery ired e inte us g alls; insp to th enero ble w M u s e u m R e s i d e n c e s fully nd g ngea m ore l fi a you you’l terch e the Here id, in brac ual. tio n; flu t em sens ollec ides tha e art c d ins urag our s; an enco for y chen tion, n up to ry kit ersa Ope iona conv tivity. Gallery-inspired living by Daniel Libeskind vis ig nite ec ext All to conn ur n ide. ote at yo outs prom fo r wh and ilities overy ossib disc of p ace w sp a ne e. nb e ca hom
  • kraft foods inc. 2002 annual report WE’RE AT HOME... ...ALL AROUND the world.
  • people insight brands marketing customers efficiency integrity performance people insight brands marketing customers efficiency integrity performance L O C A L knowledge At Kraft, we believe we have the best people in the industry. They live global understanding and work in countries around the world—seeing, hearing and tasting the things that will help them drive growth. Through their insights, we see— and meet—people’s needs for high-quality, convenient and nutritious food. But we don’t let the best ideas just sit in one country. Through global category and function councils, we share local knowledge and build enterprise-wide understanding—so that the best people in the business can grow the best business in the industry. L O C A L favorites global reach Beyond its people, the most important assets a food company has are its brands, and Kraft has the best in the food business. In fact, we have dozens of the world’s most popular brands. And whether it’s a local favorite or a global powerhouse, each brand is built on a firm foundation of trust, quality and convenience. It’s meeting those fundamental needs that drives growth—and gives our broad portfolio of local favorites the power to satisfy the world. 3 6 7 people insight brands marketing customers efficiency integrity performance people insight brands marketing customers efficiency integrity performance L O C A L touch global connection Over our 100-year history, we’ve had our share of advertising’s most memorable moments, but that’s not enough anymore. Today, successful food marketing is more than just selling products—it’s about connecting with people in a personal way. We work hard to offer the services people need—whether it’s our toll-free numbers, health & wellness information or on-line meal planners—when and where they need them. The 20 million monthly visitors who make our U.S. websites No. 1 among food company sites tell us we’re on target as well as on-line. L O C A L relationships global partnerships Succeeding in business is all about building relationships. But what elevates a relationship to a true partnership? Is it trust? Dependability? Service? At Kraft, we’re proud that our focus on “all of the above” has led U.S. retailers to name us in an independent survey as their No. 1 partner among all consumer products companies. We know that our growth can’t happen if it’s not a winning opportunity for our retail partners, too. So whether it’s a small shop in China, a supermarket in Chicago or a global team aligned with one of our global customers, we work with our partners to make sure that success is what’s in store. 8 9 10 11
  • Snacks Beverages Cheese Convenient Meals Grocery The world is moving fast and, From sun-up to sundown, The world wants great taste and Ready in minutes, not much clean- From breakfast to dessert and just more than ever, reaching for a snack from Tokyo to Topeka, Kraft has the world needs more calcium. Kraft up, lots of variety and taste, all at about everything in between, our along the way. Whether it’s Nabisco beverages that refresh, soothe and cheese delivers both. Kraft is the a great price—that’s what the world grocery sector has something for cookies and crackers, Balance help people meet their nutritional global leader in cheese because we wants for dinner. And that’s just what everyone—from Post cereals to energy bars, Planters nuts or Milka needs. It might be Tang fortified know how to customize it—in all its we offer, including It’s Pasta Anytime Jell-O desserts, with A.1 steak . chocolates, we have great-tasting with vitamins and minerals, Capri Sun flavors and forms—to meet local and Kraft Fresh Prep meal kits; sauce, Grey Poupon mustard and snacks in convenient, portable Big Pouch, or Maxwell House, Jacobs preferences around the world. From DiGiorno, Delissio and Tombstone Kraft salad dressings, mayonnaise, packages to help people eat on or Carte Noire coffee. Whatever Kraft Singles and Shreds to Cracker pizza; Kraft and Mirácoli dinners and barbecue sauce and peanut butter the run without losing a step. people need, we have just the right Barrel and El Caserío, Kraft makes Boca meat alternatives. Oh, and for in between. Like we said, something beverage for them. the cheese that people love to eat. lunch we’ve got Oscar Mayer meats for everyone. and Lunchables lunch combinations. • New Double Delight Oreo helped drive Oreo, • Our ready-to-drink beverages continued • Kraft maintained its No.1 dollar-share position • Our pizza business delivered another banner • In ready-to-eat cereals, Post Honey Bunches the world’s best-selling cookie brand, to an their double-digit growth in the U.S. with in the U.S., where annual per capita cheese year, led by double-digit growth from DiGiorno, of Oats became the fifth-best-selling U.S. all-time U.S. category share of 14.4%. strong performances from Capri Sun and consumption is more than 30 pounds. including the continued expansion of DiGiorno trademark, with the successful launch of Kool-Aid Jammers. Stuffed Crust pizza. Honey Bunches of Oats with Strawberries. • In September, we acquired Kar Gida, a leading • Continuing our efforts to meet nutritional salted-snacks producer in the key developing • Ice Presso ready-to-drink coffee, already popular needs around the world, we expanded • We introduced Mirácoli O’Fino, a dry • Clight gelatin made its debut in Brazil and market of Turkey. in Austria, made its debut in Germany, Greece calcium-fortified cheese products in Asia. packaged meal kit featuring both creamy Colombia and is available in many of the same and Sweden under the Jacobs and Gevalia brands. tomato and herb cheese flavors, in Germany. flavors as our popular Clight beverage line. • With the introduction of Altoids Sours, we • Responding to local tastes and preferences, extended the “sours” category to adults and • Available in 38 flavors and formulated to meet we added new Philadelphia cream cheese • We made our first entry into the prepared- • Continuing to leverage our Nabisco acquisition strengthened our “curiously strong” franchise. local nutritional needs, Tang is now sold in flavors in Europe, including light varieties. potato category with Velveeta Cheesy Potatoes. with successful co-branded products, in the more than 78 countries. U.S. we introduced Oreo and Chips Ahoy! Jell-O • We made snacking more convenient with • With the introduction of an apples-and- • Innovations in packaging technology helped us No Bake pies. Go Paks cups—innovative packaging for • In the U.S., we introduced our innovative Fresh cinnamon flavor of Knudsen and Breakstone’s increase volume, revenues and market share for Nabisco cookies and crackers that fits into Seal technology and new packaging graphics Cottage Doubles, we continued our Oscar Mayer ready-to-serve bacon. • We introduced a new Mediterranean flavor of car cup holders. on Maxwell House and Yuban coffees. revitalization of the cottage cheese category Miracel Whip in Germany. in the U.S. • It’s Pasta Anytime, our convenient meal solution • Our acquisition of Lanes Food Group gave • New Jacques Vabre Mastro Lorenzo premium for smaller households, expanded with several • New advertising for A.1. steak sauce helped us control of key Nabisco biscuit brands coffee pods made it easier for French coffee • In the U.S., we launched innovative new new sauce flavors. increase our U.S. category share to 50%. in Australia. drinkers to use their espresso machines. packaging for Kraft Natural Shredded Cheese. • In 2002, Boca Original Burger became the • In the U.S., Cool Whip frozen whipped topping • We expanded Club Social throughout much • In Canada, Crystal Light expanded its portfolio • We launched Philadelphia Marble Brownie, fastest-selling burger in the meat alternative posted strong volume growth, driven by of Latin America—and in Brazil, where it’s to include convenient single-serve pouches. the newest flavor in our successful U.S. snack category. successful holiday programming. only in its third year, Club Social is already bar line. the No. 1 cracker. • In Mexico, we extended our popular Clight • By launching a new pasta shape—SpongeBob brand with three new flavors in a convenient SquarePants—to a classic favorite, we • Chips Ahoy! Cremewiches were the best-selling ready-to-drink form. introduced a new generation of kids to new chocolate chip cookie introduced in the Kraft Macaroni & Cheese dinners. U.S. in 2002. Revenues $9.1 Billion Revenues $5.8 Billion Revenues $5.3 Billion Revenues $4.7 Billion Revenues $4.7 Billion Note: on a p
  • One hundred years ago, a young entrepreneur with
  • h a horse, a wagon and $65 in his pocket started selling cheese.
  • That $65 has grown to more than $50 billion in market value.
  • the warmth o
  • of a nourishing meal on a million snowy nights...
  • and the power of a simple idea...
  • 1895 C.W. Post starts his England’s Smith & Co. ready-to-eat cereal 1815 ca company in Battle 1916 introduces ALTOIDS peppermint lozenges Creek, Michigan as a stomach calmative. with the introduction 1908 1914 J.L. Kraft rec They are first exported of Postum cereal National Biscuit Company of many pate to the U.S. in 1918. beverage. makes it’s first deliveries via method of pr He introduces motorized truck, although cess cheese. Grape-Nuts cereal 1901 Theodore Tobler, Swiss chocolate some deliveries continued two years later. to be made by horse and maker, introduces the Toblerone chocolate bar. wagon until 1923. 1844 The Suchard company, established in Switzerland Milk-Bone, the first in 1825 by Philippe Suchard, packaged pet food in 1895 introduces its first milk choc- the U.S., is produced 1767 olate brand, Milka. 1908 by F.H. Bennett Biscuit Bayldon and Berry Company. begin selling candied fruit peel to the citizens 19 of York, England. Joseph Terry soon joins and the Johann Jacobs in Bremen, Planters introduc business grows to become Bird’s Custard Powder, Germany, establishes Jacobs Mr. Peanut trade Terry’s of York. developed by chemist Kaffee. It will ultimately after it was subm Alfred Bird, is introduced become one of Europe’s lead- a schoolboy in a in England. ing coffee companies. sponsored conte 1700 1800 1900 1910 1883 1903 1912 Named for the Gold Coast James L. Kraft begins a wholesale cheese of Africa, the origin of the 1898 business in Chicago, Illinois. By 1914 the exotic beans used in it’s company opens its first plant and begins Clarence Crane, a choco- sumptuous chocolates, The National Biscuit manufacturing its own cheese. late maker, invents a circular Côte d’Or is born. Company is created hard candy with a hole in the through a merger of doz- middle as a seasonal replace- ens of local and regional bakeries ment. He calls his 1 across the U.S. 1912 new product LifeSavers. During World Wa 1780 Biscuit Compan 800,000 bread r 1892 to sustain Ameri Dr. James Baker and John Hannon, who had opened America’s first chocolate mill in Dorchester, Mass., 1906 in 1765, introduce a 1912 blend of quality chocolate 1898 Oscar F. Mayer & Bros., called Baker’s. Joel Cheek blends a special established in 1883, is among the first meat National Biscuit Company coffee for the Maxwell House J.L. Kraft & Bros. Co. A.S. Freia is founded introduces Oreo cookies. Hotel in Nashville, Tennessee. packers to obtain the establishes a New York in Norway by innovative mar- It becomes known as Maxwell Federal Meat Inspection City office to develop an keter Johan Throne Holst. stamp of approval. House coffee. international export Gevalia cof cheese business. introduced
  • 1929 Oscar Mayer begins branding it’s wie- 1924 ners with a yellow paper band bearing the company name, an industry first. eives the first nts for his oducing pro- 1937 1934 Kraft macaroni and cheese dinner 1923 enters national mar- Kraft hires Marye 1927 Ritz crackers are introduced by kets with the phrase Dahnke to establish the National Biscuit Company. “A meal for 4...in 9 a home economics minutes”. The Kenyan Coffee department, one 1933 Company in London of the first at a Edwin Perkins modifies a soft- begins producing food company. drink syrup called Fruit Smack. 1934 fresh ground cof- He concentrates it into a pow- fee that will become der, packages it in envelopes and known as Kenco. changes the name to Kool-Aid. General Foods Dr. Ludwig Roselius, Kraft cheese spreads in the creator of reusable glasses enter Corp. engineers 916 Germany’s Kaffee design the first the market. 1923 Hag, the first decaf- in-store retail General Foods introduce ces the Minute Rice as a conve- feinated coffee, starts freezer cabinet emark figure nient time saver. marketing it in the especially for mitted by United States under Birds Eye a company the brand frozen foods. est. name Sanka. 1920 1930 1940 1929 1933 1928 Postum Company, maker of Post cereals, chang- Miracle Whip salad Kraft Cheese Company acquires es it’s name to General dressing is introduced at the Phenix Cheese Corporation, Foods Corporation the Chicago’s Century of 1923 maker of Philadelphia Brand after acquiring several Progress World’s Fair. 1942 cream cheese (introduced in the brands including Baker’s, U.S. in 1880), and changes it’s Maxwell House, Minute 1937 917 name to Kraft-Phenix Cheese tapioca and Jell-O. Corporation. Velveeta is introduced in Germany. Maxwell House ar I National y produces plied to U.S. tro ations per day Vegemite yeast spread National Biscuit Company and later (1945 can soldiers. is introduced in Australia acquires cookie & cracker by Fred Walker & Co. of manufacturer Christie, Brown Melbourne. In 1926 Kraft 1928 & Company, Ltd of Canada. Cheese Company acquires 1920 an interest in the company. Kraft-Phenix Cheese Company introduces Velveeta process cheese food in the U.S. and Canada simul- Kraft Television Th taneously. the first commerci 1924 1936 gram – airs for the J.L. Kraft & Bros. Co. changes its name to Kraft Cheese Company, goes public WNBT-TV in New and has its first shares traded. 1928 The Wienermobile makes it’s first It is broadcast to a fee is appearance for Oscar Mayer & Co. 8,000 local televis in Sweden.
  • Dong Suh joint vent 1963 1965 formed in 1950 1970 with Gen Chips Ahoy! chocolate chip cookies 1952 1957 make their first appearance. They Miracle Whip is introduced in Venezuela and the Phillipines. are packaged in a modified cof- It will later be introduced in National Biscuit fee bag that could be re-rolled and General Foods introduces Tang Australia (1966), England Company sees the sealed after it’s first opened. JELL-O instant pudding is breakfast beverage crystals. (1967) and Belgium (1968). need for a unifying introduced by General Foods. symbol to attract con- 1965 Marabou, a sister Oscar Mayer sumers’ attention and 1972 introduces the now- company of Freia, introduces founded in 1916, familiar red graphic 1946 “slice-pak” the Nabisco triangle in the acquires Swedish industry’s first upper left-hand corner 1958 snack food pro- General Foods introduces vacuum-sealed ducer Estrella. of Stove Top stuffing mix into test ces package for Kraft Music Hall moves from radio to tele- all it’s packaging. markets. It is available nationally e- meat products. vision, hosted initially by Milton Berle and 1950 later by Perry Como, Andy Williams and in 1973. John Davidson. 1950 1960 1970 General Foods acquires Perkins 1953 Products Company, 1969 maker of Kool-Aid. 1950 Neil Armstrong becomes the first man to walk on the moon. Tang and Oscar Mayer wieners HAG AG of Bremen, Ge 1963 founded by Dr. Ludwig are used on board Apollo 11. Roselius in 1906, is acq Kraft Deluxe process cheese e instant coffee is sup- by General Foods Corp slices are the first commercially roops overseas packaged sliced cheese. 5) sold to consumers. 1959 The Oscar Mayer wiener jingle is introduced in TV advertising. Freia launches “Oh, I wish I were an Oscar O’boy chocolate Mayer wiener...” powder in Sweden. 1952 1957 It becomes a favorite in the 1973 Nordic market. 1966 Cheez Whiz is introduced in General Foods dedicates test markets a new Research Center at Ajinomoto General 1947 and is available Tarrytown, New York – the Cool Whip non-dairy Foods (AGF), heatre – nationally the largest and most modern topping is introduced. joint venture with cial network pro- e first time on next year. food research facility in 1966 Ajinomoto, cre- the world. ated in Japan. York city. Country approximately Ritz crackers are introduced in Germany. is availab sion sets.
  • Nabisco acquires Terrabusi, Argentina’s largest cookie and 1994 cracker company. 2000 Dong Suh Foods joint venture is 1981 Kraft acquires Boca Burger, Inc., manufacturer of soy- formed in Korea General Foods 1988 based meat alternatives. 1970 with General Foods. acquires Oscar 1990 2002 p is introduced in Mayer & Co., Inc. The Lunchables line of convenient nd the Phillipines. light meals is introduced in the U.S. Later in Canada (1990) and Kraft introduces fat-free 1995 e introduced in 66), England the U.K. and Germany (1998). products in seven cat- elgium (1968). egories, more than any Di Giorno, the first fro- 1982 other company. zen, self-rising crust pizza, is introduced. bou, a sister 1972 1986 KGF acquires pany of Freia, General Foods introduces Capri Sun, man- Clight powdered soft Kraft makes key acquisitions ded in 1916, Crystal Light drink mix. ufacturer drink is introduced in in both Asia Pacific and ires Swedish Tombstone Pizza Corp., manufacturer of all-natural Mexico. It is the first central and Eastern Europe, k food pro- General Foods introduces of frozen pizza single-serve fruit low calorie powdered including Australia, Russia r Estrella. Stove Top stuffing mix into test since 1962, becomes drinks from the soft drink available and Turkey. markets. It is available nationally Wild Company there. part of the Kraft in 1973. in Germany. brand portfolio. 1991 1997 1970 1980 1990 2000 1988 Philip Morris acquires Nabisco Holdings Corp. Kraft, Inc. becomes a part of 1990 1969 Phillip Morris Companies, Inc. 2000 Kraft General Foods International General Foods estab- acquires Jacobs Suchard AG. This 1979 lishes joint ventures in includes Toblerone, Milka and Côte d’Or the People's Republic ong becomes the of China to produce and Jacobs brands, among others. 2001 walk on the moon. Tang powdered bever- scar Mayer wieners HAG AG of Bremen, Germany, age and board Apollo 11. founded by Dr. Ludwig 1996 Maxwell House Roselius in 1906, is acquired coffee products. by General Foods Corp. 1984 1992 1985 Shares of Kraft Foods Inc. stock begin trading on the New York 1973 Philip Morris Companies Inc. Moving swiftly into the newly Stock Exchange. purchases General Foods. opened Central and Eastern Kraft launches the kraftfoods.com European market, Kraft General Internet site devoted to “good food Ajinomoto General Foods International acquires five and good food ideas.” dairy Foods (AGF), local confectionery companies. duced. joint venture with 1976 Ajinomoto, cre- Nabisco introduces 2001 the Snackwell’s ated in Japan. Country Time lemonade line of no-fat and is available nationwide. 1986 Nabisco introduces Chocolate reduced-fat cookies Crème Oreo cookies. Kraft, Inc. breaks ground on a $9 million addition 1992 and crackers. to it’s technology center in Glenview, Ill.