We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Kraft Revamps Innovation Process, Bets Its Future On New Product Development

February 19, 2013: 12:00 AM EST
Five years ago, Kraft Foods Group was failing at new product development: 17 of the 19 products tested that year bombed. And 2009 wasn’t much different. Part of the problem was that the company lacked an ethos of innovation: ideas were small, the process lacked rigor and focus, there was little investment supporting product launches, and working in innovation was considered a dead-end job. But that situation is turning around. Kraft has outlined changes it is implementing to develop and support new products. It has created an “innovation playbook” that calls for increased investment in “fewer, bigger ideas” that receive a lot of company attention, according to Barry Calpino, who heads up the revamped  innovation process.
Emily Bryson York, "Kraft acknowledges faults, unveils new path", Chicago Tribune, February 19, 2013, © Chicago Tribune Company, LLC
Domains
FOOD COMPANIES
Kraft Foods
Geographies
Worldwide
North America
United States of America
Categories
Companies, Organizations
Innovation & New Ideas
Market News
Products & Brands
Developed by Yuri Ingultsov Software Lab.