Kraft Heinz Unveils $600 Million Strategy to Reclaim US Market Share

Kraft Heinz launches a $600M strategic plan to reverse US sales decline. The investment boosts marketing, R&D, and packaging to drive market share gains by 2027.

In a decisive move to reverse a decade-long decline in its core market, Kraft Heinz has announced a comprehensive $600 million investment plan. The initiative, spearheaded by CEO Steve Cahillane who assumed the role in January 2026, represents a significant strategic pivot aimed at reinvigorating the food giant's domestic performance.

A Three-Pronged Investment Approach

The capital will be channeled into three primary areas. First, the company is committing to raise its marketing expenditure to approximately 5.5% of net sales by 2026, a notable increase from the 4.9% level planned for 2025. Concurrently, spending on research and development is slated to grow by roughly 20%.

This R&D focus will target innovation in convenience, new consumption occasions, and nutritional value. Furthermore, Kraft Heinz intends to adjust pricing and package sizes to create new price points and encourage product trial. The entire program is expected to be funded through efficiency gains exceeding $2.5 billion by the end of 2026.

Leadership Shift and International Blueprint

The strategic offensive coincides with a leadership change within its North American operations, with Pedro Navio, the region's former president, departing the company. Cahillane is now directly driving the new agenda forward.

The US market, which accounts for two-thirds of total revenue, has been underperforming for years. The firm now aims to replicate successful strategies from its Canadian and British divisions. In the UK, for instance, the company managed to increase market share for Heinz beans after a ten-year slide through amplified marketing and strategic adjustments.

Targeting a 2027 Turnaround

This announcement follows the company's most recent quarterly results. Management anticipates the plan will begin to yield market share gains in the latter half of 2026. Cahillane is positioning Kraft Heinz for a growth trajectory starting in 2027. The strategy also signifies a departure from previously contemplated plans to break up the corporation.