Kraft Heinz uses Europe as innovation lab to revive U.S. business
Kraft Heinz's European operations have become a proving ground for product innovations, including a relaunched mayonnaise that gained significant market share in the U.K. and Germany. The company, which controls nearly half of Europe's ketchup market, is now applying these strategies to its struggling American business. Despite recent sales declines in international developed markets, the company sees Europe as a blueprint for growth.
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Original headline: “‘We tend to lead the way’: How Europe become a testing ground for Kraft Heinz.” Browse more stories.