Reviving the tarnished image of Kraft Heinz is likely to prove tricky for Miguel Patricio
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"
México Últimas Noticias, México Titulares
Similar News:También puedes leer noticias similares a ésta que hemos recopilado de otras fuentes de noticias.
Kraft Heinz CEO Bernardo Hees to step down, will be replaced by AB InBev's Miguel PatricioBernardo Hees leaves at a critical time for Kraft Heinz, which is battling the slow-growing food industry and analysts questioning the business model.
Leer más »
Kraft Heinz hires global brand expert Patricio as CEOKraft Heinz Co named Miguel Patricio as its next chief executive on Monday, hopi...
Leer más »
Kraft Heinz Names New CEO: Exclusive Interview
Leer más »
Kraft Heinz's new CEO looks beyond cost-cutting, big M&AKraft Heinz Co's incoming chief executive, Miguel Patricio, is indicating a...
Leer más »
Kraft Heinz new boss is a good palate cleanserMiguel Patricio is not an entirely fresh ingredient for the food company – he ran marketing at AB InBev, created by Kraft’s second-largest shareholder. Both companies have underperformed in recent years. That said, his focus on marketing may break the company’s holding pattern.
Leer más »
Kraft Heinz banks on Anheuser-Busch exec in strategy shiftKraft Heinz Co said on Monday it would replace Chief Executive Officer Bernardo ...
Leer más »
Kraft Heinz names Anheuser-Busch executive as new CEOKraft Heinz Co replaced Chief Executive Officer Bernardo Hees with Anheuser-Busc...
Leer más »
Kraft Heinz Names New CEO: Exclusive Interview
Leer más »
Kraft Heinz Names New CEOKraft Heinz named a new chief executive, hiring the chief marketing officer and a former leader of brewer Anheuser-Busch InBev to lead the giant foodmaker’s attempted turnaround after years of cost cuts and weak sales.
Leer más »
Here's everything that has gone wrong for Kraft Heinz in the last yearAfter a string of bad news over the last year for Kraft Heinz, CEO Bernardo Hees is leaving the company.
Leer más »
What The New CEO Of Kraft Heinz Should DoThe new CEO of Kraft Heinz, Miguel Patricio, has a turnaround on his hands. To turn around results, he needs a bold strategic direction and a much better understanding of customers and trends. Here's how he can do it.
Leer más »