Kraft employs R&D to woo consumers, beat private labels

05/17/2005 | Financial Times (tiered subscription model)

Kraft Foods CEO Roger Deromedi says it's better to be "fast and best to market than first and crappy." The company will focus on research, complemented by paring down product lines to four categories: coffee, cheese and dairy, snacks such as Oreos and Ritz, and specialty beverages such as Kool-Aid. With an eye toward making its products good enough to beat out private-label competitors, Kraft also plans to address consumer demands for healthier eating and "on the go" convenience, Deromedi said.

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