The Fruits of Its Prioritization of Brand Spending Already Aiding Kraft Heinz's Competitive Prowess

The 2015 Kraft Heinz merger has yet to deliver a durable improvement in sales and profits. But newly appointed CEO Steve Cahillane sees opportunities to invest in its brands and capabilities—to the tune of an incremental $600 million. With this as its prime directive, he's put the pending plans to split the business on ice. We never thought that separating its operations would bring an enhanced level of focus that would ultimately boost its competitive position or financial prospects. While we look favorably upon this strategic pivot, we recognize it will take time for the benefits from this stepped-up spending to manifest.