Online to Profit update

With mere days to go before the start of the second annual Online to Profit interactive marketing conference, presented by Strategy and Strategy DirectResponse, the event is close to being sold out. The much-anticipated two-day affair, being held at the Sheraton...

With mere days to go before the start of the second annual Online to Profit interactive marketing conference, presented by Strategy and Strategy DirectResponse, the event is close to being sold out.

The much-anticipated two-day affair, being held at the Sheraton Centre Toronto, features more than 25 speakers and panelists who are gathering to discuss the concept of Conquering the Web through mass one-to-one marketing.

Among the featured keynotes are Nathan Estruth, marketing director for Procter & Gamble’s i-Ventures unit in Cincinnati, who will tell the story behind the launch of Reflect.com, P&G’s exciting new customized cosmetics Web site. The launch of the Reflect.com site has been lauded by some members of the U.S. press as one of the most significant Internet stories of the past year.

Key sponsors for Online to Profit include Fast Company magazine, Cinram New Media Group, 24/7 Canada, the National Post Online and Globeandmail.com.

For information on last minute registrations, contact Effie Rodrigues at (416) 408-2300, ext. 495, or visit the Strategy Web site at www.strategymag.com/onlinetoprofit.

Kraft Heinz beats the street, but reports slight sales slide

The company's Q2 net sales, while down slightly, reveal continued demand for snacks and pre-packaged meals.
Kraft Heinz

Kraft Heinz is reporting earnings of 78 cents a share, beating Wall Street’s estimate of 72 cents a share, thanks to continued demand for snacks and pre-packaged meals. However, the company also reported a net sales decline of 0.5% compared with the same period last year, to $6.6 billion, according to its latest Q2 earnings report, released Tuesday.

The company experienced a favourable 2.3 percentage point impact from currency and a negative 0.7 percentage point impact from its February divestiture of Hormel Foods – including the Planters peanut brand – which closed in the second quarter of 2021.

Its cheese divestiture – which included the sale of its natural cheese division to Lactalis – is expected to close in the second half of 2021, says Kraft Heinz Global CEO Miguel Patricio in this morning’s conference call.

Adjusted EBITDA slumped 5.2% versus the year-ago period to $1.7 billion and increased 6.6% versus the comparable 2019 period. Higher transportation and inflation-related goods costs continue to affect the company’s bottom line.

Kraft Heinz’ organic net sales declined 3.6% in Canada over the last three months compared with a comparable period last year, this as total net sales rose 8.8% year over year. 

However, its overall organic net sales slipped 2.1% compared with 2020 figures. This includes the negative impact stemming from exiting its McCafé licensing agreement. However, this decline was partly offset, Kraft Heinz reports, by “partial recovery in foodservice channels and retail consumption trends.”

“Food service is recovering, and recovering fast,” Patricio stressed in today’s earnings call. He said “the bet to support QSR” early in the pandemic, with individual packets of ketchups and sauces, is paying off.

Channel trends are still normalizing, he warns, and it’s too early to see how at home or away from home, will net out. “We have big ambitions for away from home business,” he said. Consumers continue to evolve how they eat, with Patricio saying that Kraft Heinz is collaborating with a popular DTC brand for its Philadelphia cream cheese.

Accrued marketing costs, the company reports, rose to $968 million from $946 million in December 2020.

“We are investing more in our brands, and better as well, building a much more creative company,” Patricio reported.

Kraft Heinz is also strengthening and diversifying its media presence, he said, driving repeat rates for those discovering and rediscovering the brand. Patricio added that the company is continuing to drive its transformation program forward, modernizing its brands and better connecting with its consumers.