Kraft Heinz Names Todd Kaplan as CMO for North America Business
Kraft Heinz has announced the appointment of Todd Kaplan as the Chief Marketing Officer for its North America business, starting on August 5. Kaplan will lead the marketing efforts for a diverse $22 billion packaged foods portfolio that includes popular brands such as Kraft, Heinz, Oscar Mayer, Velveeta, Philadelphia Cream Cheese, Ore-Ida, and Jell-O. In addition, he will be involved in Kraft Heinz’s partnerships with NotCo and Just Spices, as well as oversee The Kitchen, an in-house content studio, as revealed in details shared with Marketing Dive.
In a LinkedIn post, Kaplan expressed his excitement about the opportunity to unlock the potential of these iconic brands through innovative creativity, deeper cultural connections, and cutting-edge marketing strategies to drive the company’s growth to new heights.
With a background at PepsiCo spanning nearly two decades, where he most recently served as the CMO for the Pepsi brand, Kaplan brings a wealth of experience and strategic insight to his new role at Kraft Heinz. His tenure at PepsiCo was marked by successful initiatives, including a major rebranding effort for Pepsi in 2023, earning him industry recognition and accolades. However, Pepsi has faced challenges in the competitive beverage market, recently losing its position as the No. 2 carbonated soft drink in the U.S. to Dr Pepper.
As Kraft Heinz navigates a changing landscape with evolving consumer preferences and market dynamics, the company has undertaken rebranding efforts for several products to appeal to modern shoppers. Despite facing challenges such as inflation and shifting consumer behaviors, Kraft Heinz remains focused on driving growth and innovation in the packaged foods sector.
While Kraft Heinz has faced scrutiny over product quality, including a recent analysis by Consumer Reports on its Lunchables products, the company continues to strive for operational excellence and consumer trust. Despite a slight decline in net sales in the first quarter of the year, Kraft Heinz remains committed to delivering value to its customers and shareholders.