Kraft Foods launches new corporate identity

Kraft Foods is determined to “make today delicious” with a new corporate identity, being rolled out globally this week.

The new logo (pictured) features a smile to convey “the natural reaction to delicious” topped with a “colourful flavour burst” to further underline the message.

Global marketing agency Nitro helped develop the identity and strapline “Make Today Delicious”. Kraft Foods, which owns brands such as Terry’s Chocolate Orange, Maxwell House Coffee and Dairylea processed cheese products, is two years into a three-year turnaround plan designed to return the company to “sustainable growth.”

The re-brand involved employees and consumers across the world, who were asked about their thoughts and feelings concerning the brand itself and food generally.

Kraft’s current blue, white and red brand identity will remain on Kraft-branded products. However the new logo will begin appearing on the back and side panels of Kraft foods in all markets, including the UK.

Kraft UK’s main roster agency is JWT.