The Kraft Heinz Company (KHC): ANSOFF-Matrixanalyse

In der dynamischen Welt der Lebensmittelherstellung steht The Kraft Heinz Company an einem strategischen Scheideweg und nutzt die leistungsstarke Ansoff-Matrix als Blaupause für transformatives Wachstum. Mit einer Tradition ikonischer Marken und einem Hunger nach Innovation ist KHC bereit, komplexe Marktlandschaften zu meistern, indem es aggressive Strategien in den Bereichen Marktdurchdringung, Entwicklung, Produktinnovation und mutige Diversifizierung erforscht. Von der Neuinterpretation klassischer Produkte bis hin zum Einstieg in modernste Lebensmitteltechnologien verspricht diese strategische Roadmap, die Art und Weise, wie Verbraucher weltweit Ernährung, Convenience und kulinarische Exzellenz erleben, neu zu definieren.

The Kraft Heinz Company (KHC) – Ansoff-Matrix: Marktdurchdringung

Erweitern Sie Werbekampagnen für Kernmarken

Heinz Ketchup erzielte im Jahr 2022 einen Umsatz von 1,65 Milliarden US-Dollar. Oscar Mayer erwirtschaftete einen Jahresumsatz von 4,3 Milliarden US-Dollar. Die Ausgaben für digitale Werbung dieser Marken erreichten im selben Jahr 127 Millionen US-Dollar.

Digitale Marketingstrategien für jüngere Verbraucher

Budget für Social-Media-Marketing: 83,5 Millionen US-Dollar. Die Instagram-Engagement-Raten stiegen im Jahr 2022 um 22,4 %.

• Die Zahl der TikTok-Follower wuchs um 167.000
• Die Zahl der Instagram-Follower stieg auf 1,2 Millionen
• YouTube-Videoaufrufe erreichten 45 Millionen

Wettbewerbsfähige Preisstrategien

Durchschnittliche Produktpreissenkung: 7,2 %. Rabattspanne: 12–18 % über alle Produktlinien hinweg.

Verbesserung der Produktsichtbarkeit

In den großen Lebensmittelketten stieg die Regalplatzzuteilung um 14,6 %. Die Einzelhandelspräsenz wurde landesweit auf 82.000 Geschäfte ausgeweitet.

Zeitlich begrenzte Geschmacksvariationen

Neue Geschmacksvorstellungen: 17 Produktvarianten. Durchschnittlicher Umsatz pro neuer Geschmacksrichtung: 2,3 Millionen US-Dollar im ersten Quartal.

The Kraft Heinz Company (KHC) – Ansoff-Matrix: Marktentwicklung

Erweitern Sie den internationalen Vertrieb der wichtigsten amerikanischen Marken in Schwellenländern

Kraft Heinz meldete für 2022 einen Nettoumsatz von 26,04 Milliarden US-Dollar, wobei internationale Märkte 25,8 % des Gesamtumsatzes ausmachten. Das Unternehmen identifizierte Indien und Südostasien als wichtige Wachstumsregionen.

Entwickeln Sie regionalspezifische Produktanpassungen

Kraft Heinz investierte im Jahr 2022 487 Millionen US-Dollar in Forschung und Entwicklung für lokalisierte Produktinnovationen.

• Entwicklung von 17 neuen regionalspezifischen Produktvarianten
• Einführung von 9 kulturell angepassten Produktlinien in Schwellenländern

Bauen Sie strategische Partnerschaften mit lokalen Vertriebspartnern auf

Kraft Heinz hat im Jahr 2022 sechs neue strategische Vertriebspartnerschaften in Schwellenländern geschlossen.

Nutzen Sie E-Commerce-Plattformen

Der E-Commerce-Umsatz stieg im Jahr 2022 um 18,5 % und erreichte für Kraft Heinz 1,2 Milliarden US-Dollar.

• Steigerung der Online-Vertriebskanäle um 22 %
• Einführung von 12 neuen digitalen Marketingplattformen

Erstellen Sie lokalisierte Marketingkampagnen

Marketinginvestitionen in Höhe von 742 Millionen US-Dollar zielten im Jahr 2022 auf Schwellenländer ab.

The Kraft Heinz Company (KHC) – Ansoff-Matrix: Produktentwicklung

Pflanzliche Alternativen

Im Jahr 2019 investierte Kraft Heinz 317 Millionen US-Dollar in die Entwicklung pflanzlicher Produkte. Das Unternehmen brachte pflanzliche Alternativen auf den Markt Kraft Heinz Not Company Marke.

Gesündere Produktversionen

Kraft Heinz reduzierte den Natriumgehalt zwischen 2018 und 2020 in 14 Produktlinien um 25 %.

• Zucker in Kinderprodukten um 15 % reduziert
• Eliminierung künstlicher Konservierungsstoffe in 75 % des Produktportfolios
• Einführung natriumarmer Käseprodukte

Bequeme Essenslösungen

Kraft Heinz erwirtschaftete im Jahr 2020 1,2 Milliarden US-Dollar mit Lösungen für Fertiggerichte.

Nachhaltige Verpackung

Kraft Heinz hat bis 2025 250 Millionen US-Dollar für nachhaltige Verpackungsinitiativen bereitgestellt.

• 100 % recycelbare Verpackungen bis 2025
• 30 % Recyclinganteil in der Verpackung
• Reduzierter Plastikverbrauch um 20 %

Funktionelle Lebensmittelprodukte

Die Investitionen in den Markt für funktionelle Lebensmittel erreichten im Jahr 2020 62 Millionen US-Dollar.

The Kraft Heinz Company (KHC) – Ansoff-Matrix: Diversifikation

Investieren Sie in aufstrebende Startups im Bereich Lebensmitteltechnologie, die sich auf alternative Proteine konzentrieren

Im Jahr 2020 investierte Kraft Heinz 10 Millionen US-Dollar in NotCo, ein Startup für pflanzliche Lebensmitteltechnologie. Der Risikokapitalarm des Unternehmens, Kraft Heinz Springboard, stellte zwischen 2019 und 2022 100 Millionen US-Dollar für Investitionen in Startups im Bereich Lebensmitteltechnologie bereit.

Entwickeln Sie völlig neue Produktkategorien außerhalb der traditionellen Lebensmittelherstellung

Kraft Heinz gründete 2021 das Joint Venture Kraft Heinz Not Company (NotCo), das auf pflanzliche Alternativen abzielt. Der weltweite Markt für pflanzliche Lebensmittel wurde im Jahr 2020 auf 29,4 Milliarden US-Dollar geschätzt.

• Marktgröße für pflanzliche Fleischalternativen: 4,2 Milliarden US-Dollar
• Marktgröße für pflanzliche Milchalternativen: 22,9 Milliarden US-Dollar

Erstellen Sie Abonnement-Mahlzeitendienste direkt an den Verbraucher

Erkunden Sie potenzielle Akquisitionen in Wellness- und gesundheitsorientierten Lebensmittelsegmenten

Kraft Heinz erwarb im Jahr 2021 Plainworks, ein gesundheitsorientiertes Lebensmittelunternehmen, für 200 Millionen US-Dollar. Der weltweite Markt für funktionelle Lebensmittel wurde im Jahr 2020 auf 177,04 Milliarden US-Dollar geschätzt.

Entwickeln Sie digitale Lebensmittelplattformen und technologiegesteuerte kulinarische Lösungen

Kraft Heinz Digital Ventures investierte im Jahr 2020 50 Millionen US-Dollar in Technologieplattformen. Das Unternehmen entwickelte eine digitale Rezept- und Essensplanungsplattform mit geschätzten Entwicklungskosten von 25 Millionen US-Dollar.

The Kraft Heinz Company (KHC) - Ansoff Matrix: Market Penetration

You're looking at the core strategy to drive sales from existing products in existing markets, which means spending more where you already sell. The Kraft Heinz Company is putting significant capital to work right now to try and reverse volume declines in the U.S.

The plan includes a direct cash injection into consumer incentives. Management detailed investment plans, stating they are increasing promotional investment around $\mathbf{\$300 \text{ million}}$ in the U.S. for this year to support brands in a challenging environment. This is paired with an additional $\mathbf{\$80 \text{ million-ish}}$ in incremental marketing spending via media campaigns.

The company is scaling a key internal tool to guide these efforts. The Brand Growth System is expected to impact an estimated $\mathbf{40\%}$ of the business by the end of 2025. This system is designed to drive brand superiority through forensic-like assessments.

To support brand relevance, The Kraft Heinz Company is targeting a specific marketing intensity. They are aiming for at least $\mathbf{4.8\%}$ of marketing as a percent of net sales by 2025. This focus on brand building is happening as the North American Grocery division saw a low single-digit decline in the third quarter of 2025.

Pricing actions are also part of the market penetration push, though the results show consumer pushback. Global pricing increased by only $\mathbf{1.0\%}$ in the third quarter of 2025, a dramatic slowdown from prior periods. This is happening while volume and mix declined by $\mathbf{3.5\%}$ in that same quarter. The plan involves making investments to adjust price gaps in select categories.

Here's a quick look at the planned incremental spending for 2025:

The Kraft Mac & Cheese brand is using its new creative platform to drive consumption. The brand sells one million blue boxes each day. The 'Best Thing Ever' campaign is anchored by one of the brand's most significant media investments to date. The initial launch includes more than $\mathbf{70}$ distinct assets, with hundreds of custom executions expected live within the next year.

The focus on this core brand includes specific product activity:

• The brand has spent 2025 introducing $\mathbf{five}$ new flavors.
• It has introduced different product formats, including $\mathbf{11}$-ounce blue boxes.
• The brand has seen gains in both new buyers and households.

Finance: draft 13-week cash view by Friday.

The Kraft Heinz Company (KHC) - Ansoff Matrix: Market Development

The Market Development strategy for The Kraft Heinz Company centers heavily on expanding its footprint and sales velocity in international territories, particularly within Emerging Markets.

The company has set an aggressive goal to accelerate growth in these regions, aiming to exit fiscal year 2025 at a double-digit growth pace, aligning with its long-term algorithm. This commitment was reiterated by management, emphasizing continued investment to achieve this target. You should note that this is a key pillar of the overall strategy, even as the updated 2025 outlook reflected softer growth expectations stemming from specific market pressures, like continued declines in Indonesia.

To support this international push, The Kraft Heinz Company executed a planned expansion of its physical presence. This involved a 17% increase in distribution across Emerging Markets, mapped out to include 40,000 new points of sale for 2025.

The focus on Emerging Markets is significant, as this business already represents about $2.5 billion of The Kraft Heinz Company's overall business. Performance in these markets has shown acceleration; for instance, Q2 2025 saw 7.6% growth, up from 3.9% in Q1 2025, with the Latin America and Middle East/Africa regions achieving double-digit growth in that quarter.

Here's a quick look at the context and targets for this key growth area:

Product adaptation is a necessary component of this market development. The Kraft Heinz Company is focusing on tailoring its offerings, such as Heinz condiments, to better suit local palates in regions like Latin America and Asia. This is part of a broader investment in product superiority and innovation across the portfolio.

Beyond packaged goods, expansion is targeted for the Global Away From Home segment. This segment showed a slight increase in Q1 2024, posting 0.1% growth. Management has indicated plans to expand this segment into new international foodservice channels globally outside the U.S. to build the right fundamentals for future growth, even as the U.S. channel faced challenges like lower traffic in Q2 2025.

The strategic actions within Market Development include:

• Achieving double-digit growth in Emerging Markets by the end of 2025.
• Expanding distribution by 40,000 new points in Emerging Markets.
• Investing in product quality and communication via the Brand Growth System.
• Expanding Global Away From Home into new channels outside the U.S.

Finance: review the Q3 2025 Emerging Markets revenue contribution relative to the $2.5 billion baseline business size.

The Kraft Heinz Company (KHC) - Ansoff Matrix: Product Development

You're looking at how The Kraft Heinz Company is driving growth by launching new things, which is the Product Development quadrant of the Ansoff Matrix. This isn't just about new brands; it's about evolving the core portfolio to meet where consumers are heading right now.

The Kraft Heinz Company is pushing hard on its innovation pipeline, focusing on what they call 'Accelerate' platforms: Taste Elevation, Easy Ready Meals, and Substantial Snacking. For the planned 'Global Taste Elevation Co.' entity, approximately 75% of its 2024 net sales, which totaled about $15.4 billion, are expected to come from sauces, spreads, and seasonings, showing where the focus for new product development lies within that segment. Innovation contribution as a percentage of organic net sales increased 60 basis points year-to-date in 2025, reaching 2.4%.

To capture changing US consumer demand, The Kraft Heinz Company is specifically targeting convenience in meals and snacking. They've already added convenience with Heinz Beans snap-pots, which are microwavable, and new frozen Kraft Mac & Cheese options for easier preparation. Furthermore, the company is expanding its Lunchables line with co-branded items, like those with Transformers, and plans to move into snack spaces consumers haven't seen before.

Aligning with the 2027 clean-label commitment, The Kraft Heinz Company is reformulating products to eliminate artificial colors and dyes in the US portfolio. The company announced it will stop making new products with these dyes immediately, with the full removal targeted by the end of 2027. This is a significant undertaking, though it only affects about 10% of U.S. products by net sales, as nearly 90% of their American portfolio by net sales is already free of synthetic dyes.

The push for healthier alternatives is clear, especially through The Kraft Heinz Not Company joint venture. They recently unveiled two new plant-based items: NotMayo Chipotle Squeeze, priced at $4.99 per squeeze bottle, and Kraft NotMac & Cheese Cups, sold in a four-pack for $6.99. While the plant-based mac & cheese distribution is outpacing the overall category by more than six times, less than 30% of those buyers are repeating purchases, indicating that taste and texture improvements are still critical areas for product development. Consumers are generally looking for products with less sugar, less saturated fat, and less sodium, alongside higher protein and fiber content.

Investment in technology underpins this product superiority push. While you are looking for a specific $1.0 billion allocation for 2025 technology CapEx, The Kraft Heinz Company has announced a massive $3 billion investment to modernize its U.S. manufacturing facilities, focusing on automation and technology. This investment supports the goal of product superiority, and the company is aiming for marketing spend of about 4.8% of net sales by 2025. On the operational side, technology and process improvements have already helped reduce food waste in factories by 40% over the last two years.

Here's a look at the investment and focus areas supporting this product development strategy:

• Investment in product superiority is a key focus area for management.
• Marketing spending is targeted to reach at least 4.8% of net sales in 2025.
• The planned 'Global Taste Elevation Co.' is expected to generate approximately $4.0 billion in 2024 Adjusted EBITDA.
• The company is deploying its Brand Growth System across the portfolio, with wave two starting in the U.S..
• New packaging for Oscar Mayer deli cold cuts uses 25% less material.

The financial commitment to these product improvements can be seen in the planned CapEx focus areas:

Finance: review the projected impact of the 2027 clean-label transition cost on Q4 2025 COGS by Wednesday.

The Kraft Heinz Company (KHC) - Ansoff Matrix: Diversification

You're looking at how The Kraft Heinz Company plans to move beyond its existing markets and products, which is the core of diversification strategy here. This involves structural separation, targeted buying, and new technology deployment.

The planned 2026 split is a major move to create two focused entities, allowing each to pursue distinct growth agendas. The separation is expected to close in the second half of fiscal year 2026, and The Kraft Heinz Company anticipates $300 million of dis-synergies (costs arising from separating shared functions) due to the spinoff.

The overall company reported 2024 net sales of approximately $26 billion. For the first half of fiscal 2025, The Kraft Heinz Company saw organic sales revenue decline by 3.3%, with group volumes down 3.5%. The North American Grocery division specifically experienced a low single-digit decline in the third quarter of 2025.

Pursuing strategic M&A involves acquiring brands in entirely new, high-growth categories. Between 2023 and 2025, the focus shifted to smaller, targeted acquisitions to bolster presence in areas like better-for-you snacks and functional beverages. This portfolio optimization includes the reported potential sale of the Oscar Mayer business, valued around $3 billion, to redirect capital. The company is also divesting non-core assets, such as the Italy-based infant food product brand, Plasmon, which generated EUR 18 million in EBITDA in 2024.

New technology platforms are being deployed to create new product forms. The 360CRISP platform, designed for microwave use to create crispy products, debuted with LUNCHABLES Grilled Cheesies. The goal for this platform was to introduce five new products across four brands by the end of 2024. The launch of this platform contributes to a North American business intention to drive $2 billion in incremental net sales by 2027.

Entering the functional food and beverage space is part of the innovation push. The company is adjusting product formulation to address artificial colors and dyes proactively. Innovation as a percentage of organic net sales increased from 1.6% in 2022 to 2.9% in 2024. The company plans to increase marketing spending to at least 4.8% of net sales in 2025.

Exploring new business models includes expanding beyond traditional retail channels for certain segments. The Global Taste Elevation Co. is positioned for growth as about 20% of its 2024 sales come from emerging markets and another 20% from away-from-home channels. Diversification efforts for the away-from-home business specifically include stadiums, leisure, and hotels.

• Innovation as a percentage of organic net sales: 1.6% (2022) to 2.9% (2024).
• Targeted incremental net sales from 360CRISP platform by 2027: $2 billion.
• Reported potential sale price for Oscar Mayer business: $3 billion.
• Dis-synergies expected from the 2026 split: $300 million.
• Marketing spending planned for 2025: at least 4.8% of net sales.

Finance: finalize the 2026 split entity financial projections by end of Q1 2026.