Was the 3G Kraft Heinz Mega-Merger Destined to Fail?

Marketers blame cost-cutting and a lack of innovation

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It all looked perfect on paper.

Between 2013 and 2015, 3G—the Brazilian private equity firm credited with “reinventing the consumer industry” by applying its deceptively simple “cost-cutting and deal-making” approach to Burger King and AB InBev—teamed up with Warren Buffett’s Berkshire Hathaway to acquire and unite packaged-goods giants Kraft and Heinz. The move brought classic brands like Velveeta, Kool-Aid, Oscar Meyer and Heinz Ketchup together in a mega-merger that promised to deliver for consumers and investors alike.

But something went very wrong along the way.

On Feb.

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