Kraft Renames Its Snacks Business; Top Ten Things Overheard at the Branding Task Force Meeting

Oreo, Jell-O, Maxwell House, Tang. It’s hard to find a grocery store aisle that doesn’t contain an iconic brand owned by Kraft Foods. Last summer, the Northfield, Illinois-based company, having at least partially digested its 2010 acquisition of Cadbury for $19 billion (that’s a lot of Mini Eggs), announced plans to split into two public companies: a “high-growth global snacks business” and a “high-margin North American grocery business.” The latter, which will include most of the cheesy stuff (Philadelphia cream cheese, the blue-box macaroni, those ubiquitous Singles), will get to keep the Kraft brand, leaving the larger snacks juggernaut in need of an appetizing new name.