Kraft picks ‘power’ brands for developing markets

By Reuters
Posted June 29, 2010 at 2:18 p.m.

Kraft Foods Co. is revising the brands and countries it will focus on in developing markets as a result of its acquisition earlier this year of Cadbury Plc.

Cadbury Dairy Milk chocolates, Halls lozenges and Trident gum, three Cadbury brands, make the list of 10 “power” brands getting the bulk of the marketing money in developing markets, said Sanjay Khosla, Kraft’s president, developing markets and global categories. They join Oreo cookies, Milka chocolate, Lacta chocolate, Jacobs coffee, Tang drink mix, Club Social/TUC crackers, Biskuat/Tiger biscuits, Khosla said.

Falling out of the list are Philadelphia cream cheese, Carte Noire coffee and Toblerone chocolate.

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