While you’re likely familiar with the experience of staring at the shelf displays of a grocery store, mulling over the choices amid the many products and brands before you, you may not be aware of the people who help craft—or should we say Kraft—them.
CPG giant Kraft Heinz has an entire team dedicated to working with retailers to workshop their planograms (the plan for the layout of the aisles and shelves) to give better on-shelf visibility not only to its brands like Kraft Mac & Cheese, Heinz Ketchup, Kool-Aid, and Jell-O, but also improve the appearance and performance of entire categories on store shelves.
This customer development team, part of its sales organization, is a relatively new one at Kraft Heinz, built in 2020 “out of the need of just how important category growth can be,” Andy McKeon, head of customer business development, told Retail Brew. After food giants Kraft Foods Group and H. J. Heinz Company merged in 2015 to form Kraft Heinz, there was “a lot of reorganization,” he noted, and category insights and resources were hard to come by.
Keep reading here.—EC
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