The Lovers, the Haters and How They Helped Drive Innovation at Kraft
Knowledge@Wharton | Aug 25, 2014
Like many food companies, Kraft Foods has had to deal with the rising costs for commodities, as well as the changing wants and needs of consumers. Several years ago, the company — which has annual revenues of more than $18 billion and a 27-brand portfolio that includes Velveeta, Jell-O and Kool-Aid — was launching new products at a rapid rate, but it wasn’t really investing in any of them. In recent interview on the Knowledge@Wharton show on Wharton Business Radio on SiriusXM channel 111, Barry Calpino, Kraft’s vice president for breakthrough innovation, discussed how Kraft rethought its strategy and reaped the rewards of a multi-year, multi-channel mindset to marketing.