Delicious New Purpose Inspires Employees to Accelerate Company's Journey from Good to Great
NORTHFIELD, Ill., Feb 17, 2009 /PRNewswire-FirstCall via COMTEX/ -- Chairman and CEO Irene
Rosenfeld today unveiled the new Kraft Foods at the Consumer Analyst Group of
New York (CAGNY) conference in Boca Raton, Fla. Two years into its three-year
turnaround plan to return to sustainable growth, the company is delivering on
its promise to create a new Kraft Foods.
"'Make today delicious' defines, unites and inspires us by capturing the
essence of Kraft Foods," said Rosenfeld. "During the past two years, we've
built a solid foundation by reinvesting in our brands, putting a new
organization in place and improving our cost structure. As the next step in
our turnaround, we're adding three new ingredients to our recipe for
success -- a higher purpose that acts as a common call to action, values in
action that guide our behavior and a new look and feel to visually depict our
renewed energy. Together, they will accelerate our journey from good to
The Journey to Delicious
To define the new Kraft Foods, the company turned to those who know it
best. Using a co-creation process, the company engaged thousands of employees
and consumers worldwide. Out of these collaborative sessions, fostered by
social networking tools and interactive focus groups, came the new higher
purpose and values in action.
"Employees and consumers told us loud and clear: delicious is our
difference," said Rosenfeld. "'Delicious' will be the litmus test for
everything we do. When times are tough, we all need to feel part of something
bigger, so this new direction could not have come at a better time."
Purpose: Make Today Delicious
"Make Today Delicious" articulates what the new Kraft Foods is all about
-- from the food it makes to the experiences it creates for consumers. Not
only does it speak to the passions of a leading global food company, it
conveys a compelling sense of urgency.
"Whether it's grabbing a quick bite or sitting down to family night, we
simply must make delicious foods people feel good about," said Rosenfeld.
"But 'delicious' is so much more. It starts with delighting consumers with
great-tasting food, but it's also about making a delicious difference in our
workplaces, our communities and our world."
Values in Action: Drive a High-Performing Culture
Building on its "rewire" strategy, which put the right structure and teams
in place to enable growth, Kraft Foods has evolved its focus to building a
high-performing organization. Values in action are the key ingredients in
making that purpose a reality. Actionable values have the power to improve
emotional connection, leading to more productive, empowered and engaged
"Pairing our new purpose with clear values unifies employees and enables a
high-performing culture," said Rosenfeld. Kraft Foods' values in action are:
-- We inspire trust.
-- We act like owners.
-- We keep it simple.
-- We are open and inclusive.
-- We tell it like it is.
-- We lead from the head and the heart.
-- We discuss. We decide. We deliver.
"It's intentional that our first value is 'we inspire trust,' which is
more important than ever in today's environment," said Rosenfeld. "And, it's
no coincidence that our last value ends with 'we deliver,' because we know how
important it is to deliver results."
New Corporate Identity
With a new purpose and values setting a fresh direction, Kraft Foods also
gave its corporate logo a facelift to more clearly deliver "delicious."
Starting today, people around the world will begin to see the new identity
that deliciously features a smile, the natural reaction to delicious foods and
experiences, and a colorful flavor burst. It signals to employees, consumers
and investors what the new Kraft Foods is all about.
About Kraft Foods
Kraft Foods (http://www.kraftfoodscompany.com) makes today delicious in
150 countries around the globe. Our 100,000 Kraft Foodies work tirelessly to
make delicious foods consumers can feel good about. From American brand icons
like Kraft cheeses, dinners and dressings, Maxwell House coffees and Oscar
Mayer meats, to global powerhouse brands like Oreo and LU biscuits,
Philadelphia cream cheeses, Jacobs and Carte Noire coffees, Tang powdered
beverages and Milka, Cote d'Or, Lacta and Toblerone chocolates, our brands
deliver millions of smiles every day. Kraft Foods Inc. (NYSE: KFT) is the
world's second largest food company with annual revenues of $42 billion. The
company is a member of the Dow Jones Industrial Average, Standard & Poor's
500, the Dow Jones Sustainability Index and Ethibel Sustainability Index.
Forward Looking Statements Safe-Harbor
This press release contains forward-looking statements including our
belief that our delicious new purpose will inspire employees to accelerate the
company's journey from good to great; our three-year turnaround plan to return
to sustainable growth; that we're adding three new ingredients to our recipe
for success; that we've evolved our focus to building a high-performing
organization; and that our last value that 'we deliver' is no coincidence
because we know how important it is to deliver results. These forward-looking
statements involve risks and uncertainties that could cause actual results to
differ materially from those predicted in any such forward-looking statements.
Such factors, include, but are not limited to, continued volatility in input
costs, pricing actions, increased competition, increased costs of sales, our
ability to realize our expected cost savings, a shift in our product mix to
lower margin offerings, risks from operating internationally, and tax law
changes. For additional information on these and other factors that could
affect our forward-looking statements, see our filings with the SEC, including
our most recently filed Annual Report on Form 10-K/A and subsequent reports on
Forms 10-Q and 8-K. We disclaim and do not undertake any obligation to update
or revise any forward-looking statement in this press release.
SOURCE Kraft Foods Inc.