Word: oreo
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Dates: during 2000-2009
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...glazed doughnut, a decaf and Krispy Kreme's lukewarm performance, sprinkled with profit warnings and an SEC investigation, will keep the new CEO focused on revitalizing the once darling brand. Having rebuilt Planters Nuts and Oreo for Kraft and Nabisco, Brewster, 49, can again tap consumer insights and learn from rivals like Dunkin' Donuts and Tim Hortons to bring the Kreme--and its 319 stores--to the top. Brewster's run as Kraft's president in Canada, Mexico and Puerto Rico should also boost Kreme's best foreign markets. "The brand does seem to have some magic," he says...
...Oreophiles who would call a project to improve America's favorite cookie a form of heresy. None of them work for Peter Wilson, senior director of technology at Kraft Foods. Wilson and his team of food scientists and engineers have invested 30,000 hours in trying to convert the Oreo we know and love into one that tastes just like the original but is considerably less likely to clog snackers' arteries. The challenge: rid the recipe of its trans-fatty acids, a component of the fats as essential to the cookie's cream-infused crunch and texture as the circle...
Joseph, who believes trans fats in margarine helped kill his stepfather, sued Kraft in May 2003 to stop it from marketing Oreos to elementary school students. The suit drew hoots of derision from tort reformers, even though Joseph withdrew it days later, after Kraft announced it would banish trans fats from the Oreo and then committed to doing so across its product lines. It has succeeded in converting 73% of its cookies and crackers, including Triscuits. But so far, the Oreo project has put on store shelves only low-fat, sugar-free and "golden" varieties of the cookie, which taste...
...does the average American diner really care? The Hartman Group, a Bellevue, Wash., consultancy, has found that although a majority of consumers have heard about trans fats--mainly because of Joseph's Oreo lawsuit--only about 14% are likely to actively avoid them. Charlie Lousignont, an executive at Fazoli's restaurant chain, based in Lexington, Ky., which cut trans fats from most of its menu last April, points out that consumers tend to make choices based on taste, not virtue. "The ultimate food product," he says, "is low in calories, carbohydrates and sodium and has no trans fats. That leaves...
...industry executives. It comes as no surprise, then, that tobacco makers are aggressively diversifying. Philip Morris and R.J. Reynolds, which together account for 67% of total industry sales, have recently made major nontobacco takeovers. In June Reynolds agreed to buy Nabisco Brands, which makes scores of food products, including Oreo cookies and Ritz crackers. Three months later, Philip Morris announced that it would acquire General Foods, one of the largest U.S. food companies and a producer of such goods as Maxwell House coffee and Jell...