Kraft Heinz Sees Latin America as No. 2 Market

June 8, 2022
Kraft Heinz sees Latin America as potentially its second biggest market in years to come, according to its top executive for the region.

Kraft Heinz sees Latin America as potentially its second biggest market in years to come, according to its top executive for the region.

Bruno Keller, the company’s president for Latin America, told Reuters that Latin America is the area “we see as the biggest engine of growth for the company in the coming years,” potentially making it the company's second biggest regional market. Right now, Latin America is the company’s fourth-largest market, behind the U.S., Britain, Canada and Australia, Keller told Reuters. Kraft Heinz made about 72% of its sales in the U.S. in the last fiscal year.

However, Kraft Heinz has strong ties to Brazil, with controlling interest shared by an investment fund based there. Four of the company’s six Latin American factories are in Brazil.

Keller mentioned strategies that Kraft Heinz has used and might use in the future to bolster its sales in Latin America, like buying local companies and offering more variety in packaging sizes. He did not give any target figures for sales in the region.

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