You can’t spreadsheet a sandwich: lessons from the Kraft Heinz split

By Aaron Shields2025-10-20T11:10:00

Kraft Heinz’s split shows the limits of cost-cutting. In a market where private label is surging, emotion – not efficiency – keeps grocery brands valuable, says Aaron Shields, executive director of experience strategy at Landor

When Kraft Heinz announced it was splitting in two – with Heinz ketchup and Philadelphia cream cheese heading to ‘Global Taste Elevation Co’ while Kraft Singles and Maxwell House were grouped into ‘North American Grocery Co’ – it raised eyebrows across the industry.

You can’t spreadsheet a sandwich: lessons from the Kraft Heinz split

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