Kraft Heinz bets on protein-fortified versions of classic brands to revive slumping sales
Summary
- Kraft Heinz is reinventing decades-old brands including Kraft Mac & Cheese, Philadelphia cream cheese, and Jell-O around growing consumer demand for protein.
- Steve Cahillane, chief executive since the start of 2026, has put an additional $700 million into the business, hired 400 employees, and paused a planned split of the company.
- The company's revenue has declined in back-to-back years, and analysts project a 1% drop for 2026.
- New products have shown early gains: Kraft Mac & Cheese returned to growth, and Cheesy Ramen sold three months' stock in a week in Canada.
- Kraft Heinz projects a return to top- and bottom-line growth in the second half of 2027.
Reactions
- Steve Cahillane said the mistake before he arrived was the notion of a "forever brand" that can live on its history.
- Cahillane said the company's research team has cracked the code on adding protein to familiar foods.
- Kraft Heinz projected at its Thursday investor day that it would return to top- and bottom-line growth in the second half of 2027.
- Kraft Heinz shares gained 7% in the quarter, outperforming the broader market, though remaining roughly flat for the year.
- Analysts forecast a 1% drop in Kraft Heinz's revenue in 2026.
- Cahillane said the chocolate version of its protein Jell-O pudding will be a real hit.
Timeline newest first
Sources newest first
- From Jell-O to Philadelphia cream cheese, Kraft Heinz is putting a new spin on old favorites
cnbc.com· 46h
CNBC's Jim Cramer interviews Kraft Heinz CEO Steve Cahillane about reviving long-slumping sales by reinventing old brands like Kraft Mac & Cheese, Philadelphia cream cheese, and Jell-O around growing demand for protein. Cahillane, who has put $700 million into the business and paused a planned company split, says a "forever brand" mentality was the company's mistake, and Kraft Heinz projects a return to growth in the second half of 2027.
Background newest first
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