Kraft and Nielsen Partner to Deliver Brand Innovation



At the end of 2012, the Lunchables team at Kraft Foods reflected on annual dollar sales growth of 6%, but they felt as though they were leaving money on the table. While Lunchables had proven to be an awesome option at the lunchroom table among elementary-age kids, the team knew most of those kids would outgrow the franchise a few years later when they became teenagers. Knowing there was an opportunity to grow with kids, Kraft worked with long-time partner Nielsen to derive insights to help develop a product that didn’t just fill the need—it grew the brand. Geoffrey Feil, Director of Marketing for Lunchables at Kraft Foods, sat down with Karen Fichuk, president, North America, at this year’s U.S. Consumer 360 to talk about the product and the Kraft-Nielsen partnership.

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