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Exhibit 3.5 health trends give Kraft a Stomach Ache
Tracey Daugherty,a 33-yead-old mother from Pitts-burgh,
Grew up eating Kraft macarori and cheese.
Today, though, Kraft’s marketing strategists have queasy
Stomachs because Daugherty and others won’t feed it to
Their own children. “Kraft’s products definitely have a
Childhood nostalgia,” she says, “so it’s hard to completely
Give up on them,but they’re not on my shopping list.” When she’s pressed for time, Daugherty is more likely to pull an organic fro-zen dinner out of the freezer than boil
Up a batch of Kraft Mac and Cheese. On mostnights,
what’s on her family’s dinner table includes fresh produce
and chicken or fish from Whole Foods,the fast-growind
American grocery chain that built its reputation on natural
And organic foods.
To cope with Americans’ growing preference for fresh
And natural foods rather than prepackaged and processed ones,the big food companies are hav-ing
To rethink their businesses, find new suppliers,
And augment their product line with new, healthier
Versions of their longstanding best-sellers. Kraft,
Which owns brands such as Oscar Mayer (hot dogs,
With their high animal fat content, are not exactly
Known as a health food), Jell-O gelatin (mostly sugar,
A no-no on today’s low carbohydrate diets), and Nabisco
(whose cookies and crackers are laden with both carbs
And trans-fats, the latest addition to health experts’ “avoid” lists), has struggled to meet their double-digit growth targets, as consumers increasingly shift their
Food dollars to healthier fare.
As Wharton Marketing Professor Patricia WillIams
Points out, the question for the food giants is: “To
What extent is the Atkins diet and the whole low-carb
Thing a fad, and to what extent is it a genuine shift thing
A fad, and to what extent is it a genuine shift in consumption patterns that will remain with us for a
Significant period of time?” li’s a question that Kraft
And others in the food industry cannot afford to take lightly.