Reference case

Kraft Foods

Systematic trend and idea management (TRIM) for KRAFT Foods.

Kraft Foods is one of the leading food and beverage companies, with a large portfolio of well-known brands. In the early 2000s its Nordic branch was doing a lot of market research, but was lacking coordination as well as a shared picture of where consumers and markets were heading. They turned to Kairos Future for assistance..

Kairos Future developed a process for continuous and integrated trend analysis and monitoring that was used as a springboard for future-driven innovation for over 5 years. Ambassadors from different categories within Kraft were appointed and trained in trend analysis and trend-based innovation and the process was linked to the business planning process of the company. Direct results were a series of successful new product launches (for example Marabou Premium) as well as  marketing campaigns and improved foresight among key people in the company.

Read more about the Kraft Foods Group here, and about TRIM here.

Subjects: Consumer, Retail & Innovation

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