THE NEW KRAFT (CHART)

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WHAT'S HOT

Post and Nabisco cereals: Up to a 12% share after spending the 1980s in a sales free fall.

Tombstone and Jack's frozen pizza: Adding budget-price Jack's gives Kraft nearly 30% of the $1.5 billion category.

Kraft macaroni & cheese dinners: Sales up 8% to $388 million, supported by good line extensions.

Kraft cheese: Chairman Bob Morrison said Kraft's biggest brand franchise-at $2.5 billion in sales-had a "glorious" 1994 with volume up 5%.

WHAT'S NOT

Jell-O mixes: Though Kraft has staked out the leadership position in ready-to-eat gelatin and pudding snacks, their convenience has cannibalized the $380 million mix business.

Kool-Aid and Crystal Light powdered drinks: After Kool-Aid lost share to lower-price rivals, it cut prices and regained share-but category will continue to struggle.

Entenmann's cakes: Fat-free goods are a $250 million business, but full-fat products have slipped since the federal government required labels listing calorie and fat content.

WHAT'S GONE

Birds Eye frozen vegetables ($300 million unit): To Dean Foods.

Budget Gourmet frozen entrees ($400 million unit): To H.J. Heinz Co.

Sealtest & Breyers frozen desserts ($350 million unit): To Unilever.

Foodservice ($4 billion unit): To investment firm Clayton, Dubilier & Rice.

Source: Information Resources Inc. and Advertising Age research

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