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Kraft Foods Redefines Its Recipe For Success
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 great."

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 employees.

"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.


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