Kraft Heinz is investing an additional $100 million in its turnaround plan, with a focus on marketing, the company stated in its Q2 earnings report. Marketing will now make up at least 6% of net sales in 2026, representing a half a percentage-point increase. This investment follows the company’s successful deployment of $600 million in the first half of the year towards product superiority, pricing, marketing, sales, and research and development.
CEO Steven Cahillane mentioned that the increased investment is yielding positive results, particularly in the condiments category where Heinz is experiencing strong growth. The company is seeing better performance across the board in the U.S.
By the numbers
$100 million
Additional incremental spend Kraft Heinz is investing in its turnaround, with a focus on marketing
6%
Percentage of Kraft Heinz’s net sales expected to be allocated to marketing in 2026
1.4%
Percentage decline in net sales for Kraft Heinz in Q2 2026
Kraft Heinz has been strategically directing its marketing dollars towards fewer, more impactful media partners as part of its turnaround strategy. This approach has led to major sponsorships with the NFL, America250 celebrations, and a strategic partnership with The Walt Disney Company.
The company is not only increasing its brand support spending but is also doing so more efficiently by reallocating funds to higher-return brand media and launching consumer-driven creative campaigns. Individual brand campaigns like Heinz’s “It Has to be Heinz” and Philadelphia’s “Really Philly Good” are contributing to strengthening brand equity and driving positive results in the U.S.
Despite a 1.4% decline in net sales in Q2, Kraft Heinz exceeded expectations and raised its organic net sales outlook for the full year. The company paused its plans to split into two entities in February, opting to address its challenges head-on.