Kraft Cools to Brand Extensions
April 30th, 2008
For years, Kraft Foods leaned heavily on the extension of existing brands as an engine for growth, but last week when Bob Becker, svp-new products for Kraft Foods North America, previewed some 80 new products, he didn’t use the word “extension” once. Brandweek (Apr. 29, 2008)
Tags: Bob Becker, brand extensions, Kraft Foods North America