Kraft Heinz CEO Says Legacy Brands Face Cheaper Competition. Leaders Should Ask What Customers Actually Value

Companies should look inwards before they look sideways.

EXPERT OPINION BY ALEXIS FRANZESE

Illustration: Inc; Photo: Adobe Stock

Kraft Heinz has a problem familiar to plenty of established companies: Consumers are watching their wallets, and cheaper alternatives are increasingly appealing.

In a recent NBC News interview, Kraft Heinz CEO Steve Cahillane discussed efforts to keep the company’s legacy brands affordable for cost-conscious shoppers. Competing on price is one response to lower-cost competition. But there’s another question leaders should ask before changing what they........

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