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The Kraft Heinz Company

Corporate Profile

Rank
9
Score
0.8

Product Profile

Rank
2
Score
5.6

Product Profile

Revenue Score
Dairy 30-40% 2.4
Processed Meat and Seafood 20-30% 3.9
Ready Meals 10-20% 2.1
Sauces, Dressings and Condiments 10-20% 2.4
Savory Snacks 0-10% 4.0
Company type
Publicly traded
Headquarters
U.S.
No. of U.S. employees
Not available
U.S. revenue range*
USD 20-25 billion
* Source: Euromonitor International, 2017.

Other Indexes

Nutrition

9
0.8

Corporate Profile

  • Governance

    Overall scores
    Rank 10
    Score0.347
    Scores per criterion
    Criterion Absolute score Weighted score
    Strategy 0.625 0.208125
    Management 0.417 0.138861
    Reporting 0 0
    Average scores
    Lowest 0.347
    Average 3.4163
    Highest 7.203
  • Products

    Overall scores
    Rank 9
    Score0.084
    Scores per criterion
    Criterion Absolute score Weighted score
    Formulation 0.167 0.0835
    Profiling 0 0
    Average scores
    Lowest 0.084
    Average 3.168
    Highest 7.452
  • Accessibility

    Overall scores
    Rank 7
    Score0
    Scores per criterion
    Criterion Absolute score Weighted score
    Pricing 0 0
    Distribution 0 0
    Average scores
    Lowest 0
    Average 0.6996
    Highest 2.946
  • Marketing

    Overall scores
    Rank 9
    Score2.685
    Scores per criterion
    Criterion Absolute score Weighted score
    Policy (all) 1.354 0.3385
    Compliance (all) 0 0
    Policy (children) 6.054 1.5135
    Compliance (children) 3.333 0.83325
    Average scores
    Lowest 0.704
    Average 3.879
    Highest 6.98
  • Lifestyles

    Overall scores
    Rank 10
    Score0
    Scores per criterion
    Criterion Absolute score Weighted score
    Employees 0 0
    Breastfeeding 0 0
    Consumers 0 0
    Average scores
    Lowest 0
    Average 4.148
    Highest 7.38
  • Labeling

    Overall scores
    Rank 9
    Score1.25
    Scores per criterion
    Criterion Absolute score Weighted score
    Facts 1.25 1.25
    Average scores
    Lowest 1.25
    Average 5.75
    Highest 8.75
  • Engagement

    Overall scores
    Rank 9
    Score0.833
    Scores per criterion
    Criterion Absolute score Weighted score
    Lobbying 1.666 0.833
    Stakeholder 0 0
    Average scores
    Lowest 0.833
    Average 3.4706
    Highest 5.542

Main areas of strength

• Kraft Heinz ranks second on the U.S. Index Product Profile with a score of 5.6 out of 10.
• Although the company’s score on the Corporate Profile is low, it has put in place some commitments and initiatives which it reports publicly. The company did not engage with ATNF during the research process.
• The company conducts some nutrition-related risk assessments and reports this in its Form 10-K Annual Report.
• The company supports some social service programs, in collaboration with Feeding America and Boys & Girls Clubs of America.
• There is evidence that Kraft Heinz has introduced new products with an improved nutritional profile in the last three years.
• Kraft Heinz pledges to follow the two main sets of industry self-regulation commitments by being a Children’s Food and Beverage Advertising Initiative (CFBAI) member and supporting the Children’s Advertising Review Unit (CARU) Guidelines, administered by the U.S. Council of Better Business Bureaus (CBBB). It has adopted the best practice of not marketing in elementary or middle and high schools.

Priority areas for improvement

• Kraft Heinz ranks ninth on the U.S. Index Corporate Profile with a score of 0.8 out of 10.
• The company was estimated in the Product Profile to generate 41% of 2016 sales from healthy products (having a Health Star Rating (HSR) of 3.5 or more) and 11% from products that meet World Health Organization (WHO) Euro criteria for marketing to children. The company should step up its product reformulation, new product development and/or make acquisitions to improve the healthiness of its U.S. product portfolio.
• In late 2017, the company published its first CSR report providing more nutrition-related information. As this report was released after the assessment deadline, the information was not taken into consideration for scoring. The company could further increase its public disclosure and is encouraged to engage with ATNF to allow for a more complete assessment of its policies and practices.
• The company should increase its focus on nutrition and health, starting by adopting a mission statement and corporate growth strategy that explicitly refer to these business-critical issues. It should publish more information about its commercial approach to improving the accessibility of healthy foods and addressing obesity and diet-related diseases, with a particular reference to priority populations, and its approach to addressing food insecurity in the United States.
• Kraft Heinz should adopt and disclose a Nutrient Profiling System (NPS) to guide its product innovation and reformulation activities, and as the basis for its definition of healthy products.
• Commitments and examples of activities related to the affordability and accessibility of healthy products, support for healthy lifestyles or stakeholder engagement, are limited or non-existent. Kraft Heinz should improve in these areas.
• Kraft Heinz should improve its commitments on responsible marketing to children and other consumers. For example, it could improve its responsible marketing to children policy by lowering its audience threshold to <25%. Further, to address concerns about ‘copy-cat’ products, the company should ensure that all products sold under the Smart Snacks in School regulation meet the same nutrition standards everywhere, including those products that are sold through other channels with a similar ‘look and feel’.

Improving nutrition for all

The Access to Nutrition Index rates food and beverage manufacturers´ nutrition-related policies, practices and disclosures worldwide on a recurring basis.

Contact

Access to Nutrition Foundation
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3511 MJ Utrecht
The Netherlands
+31 (0)30 410 09 16

info@accesstonutrition.org

Funders

Bill & Melinda Gates Foundation

Ministry of Foreign Affairs

Robert Wood Johnson Foundation

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