Johnson in the 1990s, Miguel Patricio gained a reputation as a marketing wizard. Shareholders of Kraft Heinz, who appointed him as the food maker’s chief executive on April 22nd, are hoping his magic touch extends to corporate turnarounds. Born of a merger in 2015 between two American icons, Kraft Heinz has struggled to keep up with changes in consumer taste.
The new boss replaces Bernardo Hees, a Brazilian who had led Kraft Heinz since the merger. In his previous job as chief marketer at Anheuser-Busch InBev, the world’s biggest brewer, Mr Patricio was credited with increasing the sales of Corona, Budweiser and Stella Artois. The three brands now account for more than one-fifth ofInBev’s sales. His idea of replacing the Budweiser name with “America” on limited-edition bottles and cans was a hit.
Correction : An earlier version of this article stated that 3G Capital is AB InBev’s biggest shareholder. Some of 3G’s founders control the brewer, but through other vehicles. Sorry."A new broom for dusty brands"
He certainly looks like the personification of the company he’s just joined.
Bring the ads too!
Hmmm... Trader Joe's manchego, or agent orange 'Kraft singles processed cheese food.' Tough choice. TraderJoesList TraderJoesRants KraftBrand
We need a chicken nugget flavored ketchup
Miguel Patricio, the new boss of Kraft Heinz, plans to polished off cases and cases old brands
Fatty
idk, but he would be wise to give the beans and sauces contract over to Sterling, Cooper, Draper and Pryce - I hear they do good work.
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Kraft Heinz Names New CEO: Exclusive Interview
Source: Forbes - 🏆 394. / 53 Read more »
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Source: Forbes - 🏆 394. / 53 Read more »