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Kraft Foods reveals new company values and logo
Kraft Foods has revealed a new corporate logo with the strapline ‘Make today delicious’.
During the Consumer Analyst Group of New York Conference in Florida, chairwoman and CEO Irene Rosenfeld unveiled the logo, saying: “‘Make today delicious’ defines, unites and inspires us by capturing the essence of Kraft Foods.
“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,” she added. “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 behaviour, and a new look and feel to visually depict our renewed energy. Together, they will accelerate our journey from good to great.”
To create the new logo, the company worked with design agency [Nitro] (http://www.nitrogroup.com) and collaborated with employees and consumers worldwide, asking them how they saw the company.
“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 couldn’t have come at a better time.”
The launch also included a set of new company values:
- We inspire trust.
- We act like owners.
- We keep it simple.
- We are open and inclusive.
- We tell it like it is.
- We lead from the head and the heart.
- We discuss. We decide. We deliver.
Kraft Foods will not be changing the logo on the products themselves.
CFO and executive vice president, Tim McLevish, also spoke at the conference and told investors to expect a further 5% drop in sales volume during the first quarter of 2009. However, the company expects significant improvement in volume trends in subsequent quarters.
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