The Rise And Fall Of Kraft Cheese | Rise And Fall

Kraft is an iconic brand, best known for its processed cheese slices and boxed macaroni and cheese. But as consumer tastes change and the Kraft brand loses value, what will happen to this American staple?

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The Rise And Fall Of Kraft Cheese | Rise And Fall

[lky]

Kraft sale goes down 0.04%
Business Insider: The rise and fall of Kraft 💀💀💀

[alisonmadalinski]

I think "fall" is a bit of an exaggeration... People may not be buying AS much of it, but not so little that the company isn't profitable

[mcma]

Having worked for Kraft, I can safely say that their downfall is self induced. All their brands were winners at one time. Great taste, high quality, they were the best. But then everything in the business turned into "cuts". Of course what they cut most were quality ingredients. Starting with the individual slices, to Velveeta and right into the Mac and cheese. It was almost a game of "how bad can we make it before no one buys it". Chill rolls (which require milk fat) were replaced with hot packs which could pack jello as well as cheese. Cheese powder no longer seemed cheesy, Velveeta no longer needed to be refrigerated. Kraft was a great company at one time, but as with most corp. decision makers. The ones running Kraft never look to maintain a great business. Just make cuts across the board. A Monkey can make cuts, it takes a business person with a vision to build and maintain a company.

[Nathanfx]

Kraft isn't only going down its taking other businesses with it, they purchased the UK Chocolate brand Cadburys and now that brand is perceived as poor quality since.

[laneythelame]

Business Insider: The Rise and Fall of Kraft Cheese

My mother's kitchen cupboard: 👁️👄👁️

[Bonfield_Dylan]

Nah it ain't being healthy that stopped my family buying Kraft it was the whole "we changed our recipe and no one even noticed", when everyone noticed and tasted way worse

[XPro]

i find it amazing how kraft manages to make such a wide variety of food when none of it tastes good

[jucadvgv]

i was NEVER concerned with the health aspect if it. i'd grown up eating kraft, and when i got a home of my own in the '70's i still used it. unfortunately, somewhere in the next 20 yrs or so kraft started doing something to their product that detracted from the taste. i started checking other brands and did find some that tasted a little better, but they are often difficult to find. in some specialty shops, though, i have found small packages of very, very good cheese, but i can only rarely buy it because of the price.

[jasonarcher]

My dad was a kraft sales rep when I was growing up. I grew up on kraft food. When he started in the 70s, the company treated their people very well. Company cars, great benefits, ample vacation times. The corporate culture really changed in the late 90s. They outsourced a lot of their sales and distribution, and seemed to get rid of all of their employees' perks. It became like all other major corporations, focused entirely on the stock prices and share holders.

[kylemarkloff]

halfway through I said to myself "why am I even watching this".... I then continued to watch the whole thing

[darioinfini]

20 years ago I had the opportunity to work in the strategic marketing area of Kraft. It was a spooky position aimed at influencing emerging technologies to the benefit of Kraft marketing opportunities. It seemed like an intriguing, well paid opportunity but when I looked at the cover of their annual report showcasing their product line up -- processed foods, alcohol, tobacco -- I thought... there is literally nothing good about this company. They peddle everything that is harmful to the consumer. And my task would be to figure out how to sell more of it.

I remember in the interview one of the developers was talking about how their market was basically the human stomach and it is a certain size and it doesn't grow. So their task was to figure out how to get a bigger share of the human stomach.

The whole thing seemed so alien to me on every level I just couldn't convince myself to take the job even though on paper it was a really good opportunity.

[wallacesouza]

I'VE BEEN SEEING POST EVERYWHERE ABOUT FOREX TRADING AND CRYPTO CURRENCY, A LOT OF PEOPLE KEEP SAYING THINGS ABOUT THIS TRADING PLATFORMS PLEASE CAN SOMEONE LINK ME TO SOMEBODY WHO CAN PUT ME THROUGH..?

[BoydGilbreath]

The truth is simple and quick. Kraft kept increasing prices while more and more quality competitors were getting shelf space. So Kraft decreased quality to increase profit, and the competitors were much better.

[mckinnonjames]

When ever I see any Kraft product, I immediately remember growing up in poverty and their products being an aspirational dream.

[greese]

Surprised to learn that Kraft ran as a private company for nearly 100 years, before corporate raiders took it over and ran it into the ground. That is a familiar and sad example of how so many companies live and die. The life-cycle is as follows: 1) Inventors create a new and desirable product that creates a new business, and a company is born that is managed by the inventors. 2) The sales people take over, and expand the company into too many new markets, while quality and service decline. 3) Accountants take over the company, focusing on quarterly earnings and cost reduction, so the company is then stripped of employees and long-term goals, and withers away. I experienced all three stages, in the company that I worked for, for >30 years.

It's too bad that Kraft was taken down by the accountants and food Nazis, because I still maintain that a proper grilled cheese sandwich is made from Velveeta and Wonder Bread, smashed flat while being griddled.

[MrRugbyloosehead]

I can still remember how Saturday’s were hot dogs with kraft Mac n cheese watching the Bugs Bunny Roadrunner hour! It became a family staple ❤😊

[samueltheweber]

I actually preferred the powdered cheese for their Mac-&-Cheese over the new ooze cheese that is akin to nacho cheese. At least with the powder I was able to use milk and butter of my choosing.

[Sam-dcbg]

The competition has gotten really really good. You have cheeses of a higher quality and aged longer right next to kraft in every store.

[djfrashatch]

"Americans were waking up to the potential negative health impacts of ultra processed foods, and Kraft began to worry"
If that doesn't speak volumes.

[stoojinator]

In Australia, we call processed cheese Plastic Cheese because it's so artificial it's not far off being plastic. Still tastes OK. But not as good as proper cheese.