USA- Multinational food company Kraft Heinz has appointed former Pepsi marketing head Todd Kaplan as North America’s Chief Marketing Officer (CMO), effective August 5. 

The new CMO moves to Kraft Heinz from PepsiCo, where he spent close to 20 years in the company’s marketing department. Prior to his appointment, he served as CMO for PepsiCo’s flagship brand.  

At PepsiCo, he oversaw the massive rebrand of the beverage company’s flagship brand in 2023. His marketing output for PepsiCo earned Kaplan numerous accolades despite competition in the beverage sector.  

Kaplan will lead marketing strategies for a food portfolio worth US$22 billion that includes the flagship Kraft and Heinz brands, Oscar Meyer, Velveeta, Ore-Ida, Philadelphia Cream Cheese, and Jell-O.  

The new North American CMO will also oversee marketing efforts for the company’s joint venture with Just Spices and NotCo. 

He is expected to drive a deeper connection with customers through responding to changing consumer culture in the food industry. Kaplan will be tasked with realizing modern marketing capabilities which will enable the food company achieve next level of growth.  

This next-level growth is required at a time when the food company is facing pricing (inflation) challenges, and younger customers are deviating from traditional packaged foods and being more conscious of their nutrition. 

In the past several years, Kraft Heinz has rebranded an array of its products in response to these market changes. The company has rebranded Jell-O, Ore-Ida, Kraft Singles, Kraft Macaroni & Cheese and Mio, to take on a more modern edge. 

Kaplan will also be tasked with salvaging the company’s brand image after Kraft Heinz experience a publicity crisis earlier in the year. The company faced controversy after a consumer report analysis found relatively high amounts of cadmium, lead and sodium in its Lunchables boxed lunch kits. 

The new CMO welcomed the move and expressed optimism over his new role. 

Kaplan said, “I look forward to leading the team to unleash the potential of these incredible brands through elevated creativity, a deeper connection to culture, and best in class marketing, media, and digital capabilities that can fuel the company’s next wave of growth.” 

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