Kraft foods split its grocery division into two units – meals and desserts and enhancers and snack nuts – to reduce complexity and improve focus on brand building.
According to the company, the new, standalone business units will allow for even greater focus on brand-building activities while reducing the complexity of managing a portfolio with many distinct brands and product categories.
"Since we launched the new Kraft, we've focused heavily on turbocharging our iconic brands. And we've made a lot of progress thanks to great marketing and innovation," Kraft CEO Tony Vernon said in announcing the change. "With the creation of our two newest business units and great leaders in place, we're taking an important step to strengthen our focus on some of the most beloved brands in North America."
Leading the new business units and reporting to Vernon will be Michael Osanloo, EVP and president of Meals and Desserts and Jane Hill, EVP and president of Enhancers and Snack Nuts. Osanloo currently serves as EVP and president of Kraft's grocery business. Hilk currently serves as SVP of marketing for Oscar Mayer.
According to the company, categories and brands that have natural synergies like Cool Whip and Jell-O will remain together while the Planters brand will benefit from having the snack nuts and peanut butter categories managed under one leadership structure.
The Kraft Foods Group, Inc. is one of North America's largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion.