The Kraft Heinz Company (KHC) 23rd annual dbAccess Global Consumer Conference summary

Strategic vision and brand investment

• Leadership emphasized a shift to a growth-focused agenda, redirecting $600 million from a paused separation to incremental brand investment, aiming for top-line growth and improved market share.

• The investment targets 5.5% of net sales for marketing and 1% for R&D, benchmarked against industry peers, with flexibility to increase if returns are strong.

• Two-thirds of the spend is allocated to commercial levers like packaging, marketing, media, and headcount; one-third targets pricing strategies and retailer partnerships.

• Execution quality and rapid learning are prioritized, leveraging technology and data to reallocate resources efficiently.

• Focus is on both iconic brands and underinvested portfolio segments, balancing maintenance and growth investments.

Performance metrics and early results

• Market share progression is a key metric, with recent improvements from losing 90 bps to 20 bps, and over 50% of categories now gaining or holding share.

• U.S. Taste Elevation brands saw a dramatic shift, now holding or gaining share in nearly 70-80% of categories.

• Emerging markets are delivering high single-digit growth, with further acceleration expected as specific headwinds subside.

• Early results are attributed to investments made in the back half of last year and ongoing disciplined execution.

• Success is defined by sustained organic top-line growth and market share gains, not just cost savings.

Innovation, value, and retailer partnerships

• Innovation and brand equity building are prioritized to convert high brand awareness into greater household penetration.

• Examples like Capri Sun’s packaging innovation demonstrate how consumer insights drive growth and open new channels.

• Value interventions are approached surgically, focusing on affordability and competitive positioning without over-relying on promotions.

• Retailer partnerships are strengthened by aligning growth plans with retailer objectives, ensuring mutual benefit and category health.

• Investment discipline favors bigger, focused bets on major brands and platforms, while also nurturing smaller, high-potential brands.