Ready to Serve: Kraft plans blitz into foodservice.
Kraft Foods, Glenview, IL, has initiated a major push into foodservice with an expanded sales force and marketing assistance for foodservice clients.
The effort kicked off Feb. 13 as Kraft Food Services ended its exclusive contract with Alliant Foodservice, which has sold Kraft-branded products since Kraft divested its foodservice business in 1995. Alliant will still sell Kraft items, but Kraft’s new unified sales force will take the lead, repping Oscar Mayer, Maxwell House, and Crystal Light, as well as the flagship brand.
Kraft will jump-start marketing with programs for foodservice clients such as a day-part initiative to boost sales for slower periods, and will tap its Foodcast forecasting service to help foodservice operators tailor their menus for new trends.
“This is the beginning of a new era for Kraft Food Services and will position the company to capitalize on the growth in food away from home,” says Kraft Food Services president Todd Brown in a statement.
Separately, Kraft Foods International named Michael Polk president-Asia/Pacific, headquartered in Melbourne, Australia. Polk had been general manager of Post Cereals at Kraft Foods North America. Marla Gottschalk, who had been vp-marketing and strategy for Kraft’s cheese division, replaces Polk at Post. Elsewhere, Bridgette Heller becomes exec vp-general manager for coffee; she had been vp-general manager of Gevalia, Kraft’s direct-mail coffee brand.
