Kraft Foods opts for a delicious logo makeover

Two years into its three-year turnaround plan to return to sustainable growth, Kraft Foods is delivering on its promise to create a new compa ny.

Accordingly, the Kraft Foods logo has a received a facelift to more clearly deliver "delicious." People around the world will begin to see the new identity that deliciously features a smile, the natural reaction to delicious foods and experiences, and a colourful burst of flavour that signals to employees, consumers and investors what the new Kraft Foods is all about.

Chairman and CEO Irene Rosenfeld unveiled the new Kraft Foods at the Consumer Analyst Group of New York (CAGNY) conference yesterday in Boca Raton.

 "'Make today delicious' defines, unites and inspires us by capturing the essence of Kraft Foods," said Rosenfeld. "During the past two years, we've built a solid foundation by reinvesting in our brands, putting a new organisation in place and improving our cost structure. As the next step in our turnaround, we're adding three new ingredients to our recipe for success -- a higher purpose that acts as a common call to action, values in action that guide our behavior and a new look and feel to visually depict our renewed energy. Together, they will accelerate our journey from good to great.

"Employees and consumers told us loud and clear: delicious is our difference," said Rosenfeld. "'Delicious' will be the litmus test for everything we do. When times are tough, we all need to feel part of something bigger, so this new direction could not have come at a better time.  "Whether it's grabbing a quick bite or sitting down to family night, we simply must make delicious foods people feel good about," he said

Rosenfeld added, "But 'delicious' is so much more. It starts with delighting consumers with great-tasting food, but it's also about making a delicious difference in our workplaces, our communities and our world."