Kraft is a brand that has graced the shelves of New Zealand and Australian grocery stores for more than 90 years. Most of our homes include one or more of their products.
Yet, despite it being one of the world’s biggest brands – worth $NZ12.8billion globally – by the end of the year it will have disappeared from Australia and New Zealand altogether.
The brand arrived in Australia in 1926, and the name “Kraft” has adorned everything from Mac & Cheese to Vegemite.
The products will still remain, but they will be re-branded. A branding expert says changing brands is fraught with difficulty and could lead consumers to think they are buying look-a-like private label products.
“The Kraft name symbolises familiarity. When shoppers go to the chiller it has that recognition,” said University of Adelaide marketing expert Dr Dean Wilkie.