Kraft Heinz taps Todd Kaplan, a longtime PepsiCo marketer, to lead its North American marketing efforts as the company grapples with changing consumer preferences and seeks to revitalize its brand portfolio.
A seasoned marketing professional
Kaplan will take the helm on August 5th and report to Pedro Navio, executive vice president and president of North America for Kraft Heinz. He will be responsible for overseeing marketing for Kraft Heinz’s extensive $22 billion North American food and beverage portfolio, encompassing iconic brands like Oscar Mayer, Velveeta, and Philadelphia Cream Cheese. “I look forward to leading the team to unleash the potential of these incredible brands through elevated creativity, a deeper connection to culture, and best in class marketing, media, and digital capabilities that can fuel the company’s next wave of growth, ” Kaplan wrote in a LinkedIn post announcing the news. Kaplan brings nearly two decades of experience at PepsiCo to the table, where he oversaw a major rebranding of Pepsi in 2023 and is credited with creative marketing initiatives that garnered industry recognition.
Multi-year effort to improve products
Kaplan joins Kraft Heinz at a pivotal moment. The food maker is in the midst of a multi-year effort to revitalize its product offerings and bolster its bottom line. The company is facing challenges including changing consumer preferences and rising inflation. One key initiative is a focus on improving the nutritional profile of its products, such as reducing sodium and sugar content. Kraft Heinz highlighted these efforts on its most recent earnings call in May, where it also reported a slight dip in sales.
The company is set to report its second-quarter earnings later this month.
