{"id":47536,"date":"2021-03-25T10:18:14","date_gmt":"2021-03-25T10:18:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/kraft-heinz-try-new-recipe\/"},"modified":"2021-03-25T10:18:14","modified_gmt":"2021-03-25T10:18:14","slug":"kraft-heinz-try-new-recipe","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/kraft-heinz-try-new-recipe\/","title":{"rendered":"Kraft Heinz probeert nieuw recept"},"content":{"rendered":"<p>Onder leiding van Miguel Patricio heeft <strong>Kraft Heinz<\/strong> het geweer resoluut van schouder veranderd. Waar mede-eigenaar 3G Capital in het verleden inzette op agressieve overnames, probeert de topman nu een nieuw recept door vooral de interne groei aan te zwengelen. Dat betekent vooral vernieuwde inzet op de bekende toppers.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Financi\u00eble storm<\/h2>\n<p>De Braziliaanse investeringsgroep 3G Capital lag in 2013 mee aan basis van de fusie tussen ketchupmaker Heinz en voedingsbedrijf Kraft. Vier jaar geleden <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/kraft-heinz-doet-overnamebod-op-unilever\/\" target=\"_blank\" rel=\"noopener\">trachtte het concern zelfs Unilever over te nemen<\/a>, maar die poging draaide op niks uit.<\/p>\n<p>\u00a0<\/p>\n<p>Intussen is er veel veranderd: niet alleen viel de verkoop serieus terug, het bedrijf kwam ook in opspraak omwille van boekhoudkundige wanpraktijken en (vermeende) handel met voorkennis. Het leidde ertoe dat Kraft Heinz in 2019 voor zowat <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/kraft-heinz-moet-jaarrekeningen-herzien\">14\u00a0miljard euro waardeverminderingen<\/a> moest boeken.<\/p>\n<p>\u00a0<\/p>\n<p>Op dit moment bezit 3G Capital nog een belang van 17,65% in het voedingsconcern, waarmee het de op \u00e9\u00e9n na grootste aandeelhouder is. Via topman Patricio, die in 2019 de leiding kreeg over het bedrijf, houdt de Braziliaanse groep de touwtjes wel stevig in handen. Sinds zijn aantrede heeft Patricio de koers van Kraft Heinz wel helemaal omgegooid. Er restte hem ook nog weinig andere opties, want het concern ging gebukt onder een torenhoge schuldenberg en enkele productlanceringen waren faliekant afgelopen.<\/p>\n<p>\u00a0<\/p>\n<h2>Oude merken promoten<\/h2>\n<p>Patricio verlegde de focus dan ook naar interne groei. Daarbij kwam de coronacrisis voor Kraft Heinz op het juiste moment: veel mensen moesten het voorbije jaar vooral thuis eten, waardoor de omzet van het Amerikaanse bedrijf in 2020 met 6% kon groeien. In 2019 was die <a href=\"https:\/\/www.tijd.be\/ondernemen\/voeding-drank\/kraft-heinz-past-zijn-menukaart-aan\/10293380.html\" target=\"_blank\" rel=\"noopener\">nog teruggevallen met 2,2%<\/a>, schrijft De Tijd.<\/p>\n<p>\u00a0<\/p>\n<p>Het marketingbudget gaat met 30% omhoog om de oude toppers weer onder de aandacht te brengen. Ze worden wel aangeboden als \u201cgezondere variant\u201d, met een lager suiker- en vetgehalte. Daardoor zouden ze ook in de smaak moeten vallen bij consumenten die die meer op hun gezondheid letten.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Onder leiding van Miguel Patricio heeft Kraft Heinz het geweer resoluut van schouder veranderd. Waar mede-eigenaar 3G Capital in het verleden inzette op agressieve overnames, probeert de topman nu een nieuw recept door vooral de interne groei aan te zwengelen. Dat betekent vooral vernieuwde inzet op de bekende toppers. \u00a0 Financi\u00eble storm De Braziliaanse investeringsgroep [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":47534,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-47536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kraft Heinz probeert nieuw recept - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Kraft Heinz verandert het geweer resoluut van schouder: waar het eerder inzette op agressieve overnames, tracht het nu 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