Kraft Foods: Innovation skills training

The Challenge

Kraft Foods was prolific in innovation, with a plethora of brands globally and a constant stream of launches, although many of these launches were flavour and format extensions. They were causing a large amount of cannibalisation and insufficient incremental growth. We were tasked with designing a training course in Brand-led NPD.

The Approach

Working in partnership with Agenda for Change and the Kraft Foods Training Academy, we created a four-day training course. The course included sections on innovation skills, culture and trend, insight, opportunity mapping, stretch and adjacent categories, equity development, brand synergy and idea generation.

The Solution

The training course ran for seven years, during which time we trained hundreds of Kraft Foods employees. The course was conducted in the UK, Sweden, Italy, Brazil, China and The Philippines.

The Results

The course had a huge impact on the attendees. We recently heard from a participant of the pilot in 2003, who is now a Marketing Director in Latin America; he said the course had informed his career and innovation practice since that day and that his course notes still sat on his desk. We ran the course in an applied manner, taking on real briefs and although people development was the task in hand, successful launches followed in Brazil, Sweden, The Far East and Europe.