My children like Kraft’s Philadelphia soft cheese – the light version (got to think of their health, you know). But I have a question for the company. For many, many years – too many – the product was presented in the most flimsy, feeble packaging imaginable. If you dropped it the lid broke or the packaging shattered.
Finally, this year (in the UK at least), a sturdier version has gone on sale. I and my children welcome this. (Well, I do anyway). But my question is: what sort of company takes so long to recognise the inadequacies of its packaging? Is this new packaging a sign that Kraft’s management has woken up and would therefore make a worthy acquirer of Cadbury? Or is it still a lumbering giant that would never move fast enough in the ultra competitive and fast-moving confectionery market?
I hope the analysts and investors are giving this some thought.
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