Kraft Heinz is suffering from a number of self-inflicted wounds, from underinvestment in its brands to a failure to adapt its portfolio to modern tastes, leading to a parlous financial situation.
By Mark Ritson
The biggest direct-to-consumer brands still only achieve around half the search volume of established competitors, according to exclusive data from Google, but the fastest risers are catching up quickly.
The number of direct-to-consumer brands is ballooning, as are predictions of the traditional FMCG sector’s demise, yet people underestimate the resilience and capability of the established giants.
FMCG firms are using their brand equity to up prices, but in a tough consumer economy, will it win or lose them revenue?
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
The retailer says future investment in digital and above the line campaigns will be “higher”, as it hails “good” results from its first UK TV push.
The co-founders are calling for independence from a new ice cream division spun out of Unilever to enable Ben & Jerry’s to “honour its mission”.
Ecommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.