What do Oreo cookies, Philadelphia cheese, Toblerone and Milka chocolate and Jacobs Coffee have in common? They are all brands belonging to the Kraft Foods company, but not everyone in Israel knows this.
Kraft Foods Israel has therefore launched a series of strategic moves aimed at making its activity in Israel more efficient and raising the public's awareness to the brand name.
As part of the overall move, Kraft will expand its product line in Israel by importing the Planters mixed nuts brand and add products to the brands already sold in the Holy Land.
In addition, the company's variety of brands, which have so far been recognized as independent brands, will be linked to Kraft Foods' corporation name and new logo. The new logo will also be presented or mentioned in all of the brands' advertisements in Israel.
In early January, the company completed a move of dividing the distribution of its brands between two distributors: Diplomat and Siemen Sam.
Diplomat will distribute the Jacobs and Maxwell coffee brands, the Toblerone, Côte d'Or and Milka chocolate brands, the LU biscuits and cookies brand, and the Planters nuts brand. Siemen Sam will continue distributing Ritz crackers, Oreo cookies and Philadelphia cheese.
Jacobs Coffee and Côte d'Or
Another strategic move was Kraft Foods' appointment of the Stern Ariely public relations company to manage the company's relations in Israel.
What will consumers get from this centralization? According to Kraft Foods CEO Ofra Lampert, "Consumers will be able to enjoy Jacobs Coffee and Côte d'Or from as early as January."
Lampert adds that "this year Kfrat Foods will launch a wide variety of products in Israel, some of the brands already marketed in Israel and some which will be completely new."
Kraft Foods was founded in 1903 and is the second largest food corporation in the world, after Nestle. The company employs some 100,000 workers across the world, markets its products in 150 countries and has 168 factories worldwide.
The company's annual sales turnover totals $42 billion, and each of its nine top brands generates $1 billion in sales per year.