Story of Kraft Foods
Kraft Foods is the second largest food and beverage company in the world.
Chicago businessman name James L. Kraft started the company in 1903 by pioneering innovations in the wholesale distribution of cheese.
His four brothers joined him in 1909, and they incorporated the fledging business as J. L. Kraft & Bros.
Kraft used innovative and aggressive advertising techniques to promote his line of 31 varieties of cheese, becoming of the first food companies to use color advertisements in national magazines.
The company opened its first cheese factory in 1914.
Until Kraft entered the business, cheese was produced in large wheels and had a tendency to spoil quickly when cut because most grocers and consumers had no access to refrigeration.
Thus problem inspired Kraft in 1915 to produce a blended, pasteurized cheese that he marketed in metal containers as “process cheese.”
The sale of six million pounds of cheese to the US Army during World War 1 insured the fortunes of the company.
The company changed its name to Kraft Cheese Company in the 1900s soon after merging with the Phenix Cheese Corporation, the maker of Philadelphia Brand Cream Cheese (introduced in the United States in 1872).
In 1928 the company introduced Velveeta pasteurized processed cheese spread and Miracle Whip salad processing, adding Kraft caramels in 1933.
Kraft now famous macaroni and cheese dinner was introduced in 1937 and Parkay margarine entered the limelight in 1940.
Once again, the company benefited when it became a major food supplier to the Army during World War 11.
Cheez Whiz was launched in 1952, individually wrapped cheese slices in 1965, and Light n’ Lively yoghurt in 1969.
Because of a shrinking tobacco market, the Phillip Morris purchased General Foods in 1995. Kraft was added to its corporate holdings in 1988 followed by the purchase of Nabisco in 2000.
Story of Kraft Foods