Kraft Heinz announced at the dbAccess Global Consumer Conference that it will redirect $600 million from a paused separation into incremental brand investment. The company plans to allocate 5.5% of net sales to marketing and 1% to research and development, while focusing on major brand innovations such as Capri Sun packaging updates and strategic retailer partnerships. Market share losses have narrowed from 90 basis points to 20 basis points, with over half of its categories now holding or gaining share. Separately, Bernstein downgraded Kraft Heinz from Market Perform to Underperform, lowering its price target to $21 from $25, citing concerns over the sustainability of the new strategy amid commodity inflation and a projected 2026 leverage of 3.8 times.
The Kraft Heinz CompanyCompany plans $600M incremental brand investment, marketing at 5.5% of net sales, and innovation like Capri Sun packaging; market share losses narrowed from 90bp to 20bp, over half categories holding or gaining share.