Introduction to Kraft

①A city in northwestern Tunisia. It is 144 kilometers away from Tunisia in the northeast and connected by railway. Population 23,000. It is a distribution center for grains, livestock, and furs, with factories for oil extraction and flour production, and handicrafts such as weaving. There are important lead, zinc and apatite mining areas nearby. There are railway branches accessible. There is an airport.

②Kraft Foods Co., Ltd. is the world's second largest food company, operating in 145 countries around the world. , employing approximately more than 60,000 people worldwide. Kraft's three core product lines are coffee, candy, dairy products and beverages. Among them, the well-known brands include Kraft, Maxwell House, Tang, Sugus, Milka, Toblerone and Jacob Suchard. Shah) etc. Currently, Kraft Foods has a number of wholly-owned or joint ventures in China, including: Kraft Guangtong Foods Co., Ltd., Kraft Tianmei Foods (Tianjin) Co., Ltd., Nabisco Foods (Suzhou) Co., Ltd., Beijing Nabisco Food Co., Ltd., etc.

Introduction to Kraft's series of products

Maxwell

Every drop of fragrance is fragrant, and the meaning is not exhausted

In the 1870s , gourmet Joe Cheek spent his life developing a rich and fragrant coffee. This coffee was very popular at the Maxwell Hotel, a gathering place for the upper class at that time. This is how Maxwell Coffee got its name. Maxwell Coffee selects the finest coffee beans and carefully roasts them to create the unique Maxwell aroma. In 1907, former U.S. President Roosevelt tasted Maxwell coffee for the first time and was amazed by its delicious taste. He praised it as "the fragrance is strong and full of flavor." From then on, "every drop of fragrance is rich, but the meaning is still lingering" has become the principle that Maxwell has always followed.

Maxwell entered China for the first time in 1985. In 1997, it was renamed from "Maxwell" to "Maxwell". For many years, Maxwell has been committed to providing Chinese consumers with delicious coffee with "Maxwell's aroma" in China.

Grimace

In Portuguese, Trakinas means naughty and naughty. In 1988, Trakinas was successfully launched in Brazil. When all children see Trakinas, they will think of those smart, interesting, and naughty people. Move, like a child like yourself.

Grimace Dudu biscuits were successfully launched in China in 1995. Ghost Face Dudu Biscuits is a brand specially designed for children. When people mention Ghost Face Dudu, people will think of biscuits with different grimaces and expressions, which are delicious and fun. It is deeply loved by children for its unique personality of being delicious and fun. In response to the growth needs of children, Gulian Dudu biscuits have been added with calcium and iron across the board since 2005, enhancing the brand recognition of Gulian Dudu as "delicious and beneficial" in the minds of mothers, and truly becoming a product that children like and mothers recognize.

Quduoduo

Since the chocolate chip cookie appeared in the United States in the early 19th century, it quickly became the most popular cookie. Since the first batch of Quduoduo cookies were launched in the United States in 1963, they have been the best-selling chocolate chip cookies in the world. More than 5 billion Quduoduo cookies are produced in the United States alone every year. In 1998, delicious Quduoduo cookies came to China; in 2002, new nut butter flavors were launched in China; in 2004, new coffee flavors were launched; in 2006, new orange flavors were launched in China. The uniqueness of Quduoduo's products lies in the perfect blend of really good cookies and rich chocolate beans. Lots of fun! The different and wonderful tastes are in the beans.

A new member of the Quduoduo family - orange flavor Quduoduo, was launched in 2006. It combines the fresh orange flavor with Quduoduo's classic cream cookies and rich chocolate. The unique bean flavor will bring you a wonderful moment of enjoyment

乐之

Lezhi Flakes were born in the United States in 1934 and became the number one selling salty biscuit in the United States in just three years. It entered the Chinese market in 1988 and quickly became the number one selling salty biscuit in the northern region with strong growth momentum. In 2000, the successful launch of Lezhi Sandwich Biscuits quickly established and expanded the brand awareness of Lezhi products and drove the growth of the entire Lezhi brand, making Lezhi Biscuits one of the top ten biscuit brands in the country.

Lezhi's flaky saltine crackers are golden in color and attractive, with a salty taste and crunchy layers. They can also be paired with various snacks to make exquisite and delicious snacks, perfect for gatherings with family and friends. A great choice for snack biscuits!

Lezhi Sandwich Biscuits are salty and crunchy biscuits with a smooth and sweet filling, a perfect combination of salty and sweet flavors.

The newly launched Lezhi Kacha Crisp satisfies your delicious enjoyment in leisure moments with its unique crispy texture and various flavors that consumers love.

Overflowing with salty aroma, golden and crunchy, it’s a relaxing moment!

Taiping Soda

Taiping’s products can be traced back to the birth of digestive biscuits in the UK in 1892, and Chinese consumers’ understanding of the Taiping brand began in 1989 when it was launched Taiping Soda, 16 years later, Taiping Soda has become the leading brand of Soda biscuits in China. Over the years, the Taiping brand has been committed to developing delicious and nutritious healthy biscuits, and has successively launched Taiping fragrant milk puffs and Taiping delicious crispy biscuits.

Guozhen

Real fruit taste

Rich nutrition, rich in vitamin C, carotene, calcium and iron and other nutrients

Kraft Wonder

In the early 20th century, in the small American city of Salem, a man named Max Crossett invented a salad dressing in his cafe, which was named " Max Crossett's Super Delicious Salad Dressing". In 1931, Kraft purchased Max Crossett's recipe and launched Wonder Salad Dressing based on it. At the 1933 Chicago World's Fair, Wonder Salad Dressing became an instant hit, and it has been popular all over the world and has been a best-seller ever since. The legend of Kraft’s amazing salad dressing has also been written into the history of the small town of Salem. In China, many Western restaurants and high-end restaurants use Kraft Magic Salad Dressing to prepare salad dishes.

The name "Kraft Wonder"

The innovative Kraft Wonder salad dressing uses the "Wonder Blender", an emulsifying machine invented by Charles Chapman, to ensure that the raw materials can be fully absorbed in the machine Stir and form a stable mixture. There are more than 20 kinds of spices in the new formula alone, giving Kraft Wonderful Salad Dressing a fresh and refreshing unique taste. The refreshing Kraft Miracle Salad Dressing greatly reduces the fat content and perfectly matches the natural flavors of vegetables and fruits. It is delicious and healthy. Because of the use of this "Wonder Blender", "Wonder" became the name of this delicious salad dressing.

Oreo

Oreo, which was born in 1912, quickly became the best-selling sandwich cookie in the United States as soon as it was launched. How did the name Oreo come about? People can't explain it anymore. Some believe the name Oreo comes from the French word for "gold" because of the color of the original Oreo packaging. Others believe that Oreo cookies have a hill-like shape on them, and the Greek word for "mountain" is "Oreo." Some people think that the reason why it is called so is because of the simple pronunciation of "Oreo".

Now, it has become a part of American culture like basketball and Coke, and is known as the King of Biscuits. Oreo biscuits, with their unique black and white filling and exquisite carvings, are popular all over the world and are unforgettable at first sight. The length of Oreo cookies sold around the world would be enough to travel from the earth to the moon and back six times. Many interesting ways to eat Oreos have also sparked a debate on "the best way to eat Oreos" - soak them in milk? Twist the cookie apart and eat the filling in the middle first? In addition, everyone is still debating: should it be eaten alone? Put it inside the cake? Or as a dessert? Today, it still continues the unique eating method of "twisting, licking and soaking".

Kraft Foods is a leading global manufacturer of branded food and beverages. In more than 100 years of development, Kraft has grown into the largest food and beverage company in North America and the second largest in the world with its high-quality products and innovative capabilities, selling many of its well-known brand products in 145 countries around the world. .

The corporate brand ranked 136th in the 2006 "Top 500 World Brands" list compiled by the World Brand Lab.

Kraft’s history in Greater China

1982 -- General Foods (later merged into Kraft) and Uni-President established a joint venture in Taiwan.

1984 -- Kraft established two joint ventures in mainland China to produce solid instant beverages and coffee; Nabisco established a joint venture with Beijing Yili Food Company.

1988 -- Nabisco launched Lezhi and Fuli biscuits for the Beijing and Tianjin markets.

1989 -- United Biscuits establishes a joint venture in the South.

1994 -- Kraft acquires the equity interests of its partners to form a wholly owned company.

1995 -- Nabisco established a branch in Taiwan through the acquisition of Taiwan's delicious biscuit company; Kraft entered the dairy market in Beijing; Nabisco launched the Grimace Dudu sandwich biscuits in Beijing.

1996 -- Nabisco completes the construction of biscuit factories in Beijing and Suzhou, and launches Oreo and Quduoduo biscuits.

2000 -- Nabisco acquires United Biscuit's biscuit business in Greater China; Kraft acquires Nabisco in the same year.

2001 -- Kraft sells Beijing Kraft dairy business.

2005 -- Kraft begins construction of a new biscuit factory in Beijing.

2006 -- Kraft consolidates all its entities in China into Kraft Foods (China) Co., Ltd.

Vision and Values

Kraft’s Vision:

Making global food and life more exciting

Kraft’s Values:

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Innovation – Meet consumer needs with unique ideas

Quality – Fulfill commitments and provide products of the highest quality

Safety – Ensure all products are produced to high standards

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Respect – care about employees, the community and the environment

Integrity – do the right thing

Openness – listen to recommendations and encourage communication

Card Kraft brands in Greater China

Kraft is one of the leading food and beverage companies in Greater China. We are leaders in two product categories: solid instant beverages and biscuits. The coffee business is growing well in Greater China. Our main brands in Greater China are:

Pacific series biscuits Pacific - the delicious and healthy Taiping series biscuits are local products specially developed for the Greater China market. It includes three series: Taiping Soda, Taiping Fragrant Soufflé, and Taiping Digestive Biscuit Whole Wheat Biscuits. Among them, Tai Ping Soda has become the largest local Soda biscuit brand and is the flagship product of the Tai Ping series.

Oreo - Born in the United States in 1912, Oreo has been enduring in the American market for nearly a century. After arriving in Greater China, with its fun eating method of "twisting, licking and dunking", it quickly became one of the best-selling cream sandwich biscuit brands in China. Kraft continues to pursue product innovation and quickly introduces new Oreo products from the United States to China. Now, the Oreo brand family has added two new members: Chocolate Filling and Delicious Double Hearts. In addition, Oreo wafers, a new product launched at the end of 2005, quickly won the favor of Chinese consumers.

The Ritz - a favorite of generations of Americans. In order to meet the needs of the local market, Kraft has specially developed new sandwich varieties of Lezhi Crisp and sweet and salty flavors based on the three flavors of original, wheat bran and cheese thin crackers, including yogurt, strawberry, cheese and pizza. taste.

Quduoduo Chips Ahoy! - Combining fluffy butter cookies and mellow chocolate, it forms an excellent delicious combination and is quickly loved by consumers. After the original flavor Quduoduo was launched in China, Kraft launched nut cream and mellow coffee flavors.

Trakinas - with its unique and interesting grimace shape, it was quickly favored by Chinese consumers, and its brand awareness rose rapidly. Grimace Dudu comes in a range of different flavours, including chocolate, strawberry, buttery peanut and double cream.

Guozhen Tang, a solid instant beverage launched in China in 1986, has quickly developed into a brand trusted by Chinese consumers. In addition to its most distinctive sweet orange flavor, Guozhen also has seven other flavors in China, including lemon, pineapple, apple, peach, grape and mango. In order to adapt to the different consumption habits of consumers, Kraft has launched two new flavors of fruit tea and milk mix. All over the world, Guozhen is known to be rich in vitamin C.

As Chinese consumers have become more aware of nutrition and health in recent years, Kraft has specially added iron, vitamin B and calcium to the fruit juice sold in China. The newly developed ready-to-drink Guozhen beverage also met Chinese consumers in 2006.

Maxwell House——has a glorious history of more than 100 years. In the 1980s, coffee was a new drink for China. In order to gradually guide consumption, Kraft launched 3-in-1 instant coffee that mixes coffee, powdered milk and sugar. Kraft's coffee business has grown rapidly in Greater China over the past few years. In recent years, due to the increasingly diversified consumer demand for coffee flavors, Kraft has developed iced coffee and iced coffee respectively based on the original flavors (original, mocha, vanilla and orange) and in response to seasonal changes and mature consumer demand for coffee. Espresso. In addition, Kraft has launched a series of "new age" coffee flavors, including latte and cappuccino.

Kraft Miracle Whip - originated from the United States and has been favored by consumers for more than 30 years. The special spices in Miracle Sauce give it a unique taste, which is why it has become the leading brand in the sauce category. A few years ago, Kraft also launched Wonder Fruit Salad Dressing, an innovative product specifically targeted at the Hong Kong market.

Kraft Singles - the first flake cheese product to be individually packaged for convenience. Since each slice of cheese contains 240 mg of natural milk calcium, it is a favorite product among mothers who want their children to grow healthy and strong. In addition to original Singles, the company subsequently launched light and low-fat Singles.

Kraft Filet Cheese Philadelphia - is one of the food industry's most popular delicious and healthy foods, with 60% fewer calories than butter and margarine. Filet has become the largest cream cheese brand in Hong Kong and Taiwan. The company's constant innovations allow consumers to enjoy flavors such as salmon, onion, strawberry and pineapple.

Swiss Toblerone Chocolate - Born in Switzerland in 1908, it combines Swiss milk chocolate with honey and almonds to create its unique taste. At the same time, the fat triangular shape and unique packaging make Swiss Toblerone chocolate the most unique candy brand in the world.

Gentleman Planters (peanuts, nuts) - launched in the United States in 1906. Through careful picking, selection and grading processes, Kraft provides consumers with fresh, high-quality nut products. For more than 30 years, it has become the largest nut brand in Hong Kong.

Lucky--an enduring brand in Taiwan, it is one of the most popular biscuit brands among families. With its wide variety of sweet and savory flavors and diverse product categories, Keke has become a "family favorite" brand. Keke has a range of delicious products, including milk cheese, puff pastry, egg rolls, grape pie, crispy puff pastry and thin slices.

O'Smile - Kraft's biscuit brand in Taiwan. Since 1981, O'Smile has continuously introduced new products. The best-selling sandwich series currently has three different flavors to choose from. In order to establish a healthy and delicious brand image, Kraft has successively launched a series of crackers (cheese, seaweed, scallion and vegetable flavors), shortbreads, baked wheat crackers (multiple grains, sweet grapes) and milk shortbreads.