The company's products include many well-known brands that consumers trust and satisfy, such as:
Kraft, the largest cheese brand in the world, is also a well-known brand of salads, sauces, fast food, barbecue sauces and other products.
Na Beske-the world's largest brand series of snacks and biscuits.
Maxwell-one of the leading coffee brands in the world.
Philip-the world's largest brand of cream cheese.
Taiping series biscuits-delicious and healthy Taiping series biscuits are local products specially developed for the greater China market. It includes three series: Taiping Beating, Taiping fragrant souffle and Taiping Digestive Cake graham crackers. Among them, Taiping carding has become the largest local brand of biscuits and the flagship product of Taiping series.
Oreo-1912 was born in the United States, and it has been enduring in the American market for nearly a century. After coming to Greater China, it quickly became one of the best-selling brands of cream-filled biscuits in China with its interesting eating method of "twisting, licking and soaking". Kraft constantly pursues product innovation and rapidly introduces Oreo's new products from the United States to China. Today, the Oreo brand family has added two new members: chocolate sandwich and delicious double heart. In addition, the new product Oreo Wafer, which was launched at the end of 2005, quickly won the favor of consumers in China.
Fun-favored by generations of Americans. In order to meet the demand of the local market, Kraft has specially developed a new variety of sandwiches with crispy and sweet and salty tastes, including yogurt, strawberry, cheese and pizza, based on the three flavors of thin biscuits.
A lot of fun-crisp cream cookies and mellow chocolate are combined to form an excellent delicious combination, which is quickly loved by consumers. After the original taste was listed in China, Kraft introduced nut butter and mellow coffee flavors.
Doodle with a grimace —— With its unique and interesting grimace shape, it quickly gained the favor of consumers in China, and its brand awareness rose rapidly. There are a series of different flavors of grimace doodle, including chocolate flavor, strawberry flavor, creamy peanut flavor and double cream sandwich flavor.
Guozhen, a solid instant beverage, was introduced in China in 1986, and soon developed into a brand trusted by consumers in China. Besides its most distinctive sweet orange flavor, Guozhen has seven other flavors in China, including lemon, pineapple, apple, peach, grape and mango. In order to adapt to the different consumption habits of consumers, Kraft has introduced two new flavors of fruit tea and milk. All over the world, Wang Zhen is famous for being rich in vitamin C. Due to the increasing awareness of nutrition and health among consumers in China in recent years, Kraft also added iron, vitamin B and calcium to the precious fruits sold in China. In 2006, the newly-developed ready-to-drink Guozhen beverage also met with consumers in China.
Maxwell has a glorious history of 100 years. In the mid-1980s, coffee was a new drink for China. In order to gradually guide consumption, Kraft introduced a 3-in-1 1 instant coffee which mixed coffee, powdered milk and sugar. In the past few years, Kraft's coffee business has developed rapidly in Greater China. In recent years, due to the increasing diversification of consumers' demand for coffee flavors, the company has developed iced coffee and extra-strong coffee on the basis of the original flavors (original flavor, mocha, vanilla and orange flavor), aiming at the seasonal changes and the mature consumer demand of coffee. In addition, Kraft has launched a series of "New Age" coffees, including lattes and capaci's Noes.
Kraft wonderful sauce-originated from the United States, has been favored by consumers for more than 30 years. The special spices in wonderful sauce make it have a unique taste, which is why it has become the leading brand of sauce. A few years ago, Kraft also launched wonderful fruit salad dressing, an innovative product specially aimed at the Hong Kong market.
Singles is the first flaky cheese product packaged separately for convenience. Because each piece of cheese contains 240 mg of natural calcium milk, it has become a favorite product of mothers who want their children to grow up healthily and healthily. In addition to the original Singles, the company subsequently launched light and low-fat Singles.
Kaffir cheese is one of the most popular delicious and healthy foods in the food industry, and its calorie content is 60% lower than that of butter and margarine. Philip has become the largest brand of cream cheese in Hongkong and Taiwan Province. The company's continuous innovation enables consumers to taste many flavors such as salmon, onion, strawberry and pineapple.
Swiss triangle chocolate-1908 was born in Switzerland. Swiss milk chocolate with honey and almonds created its unique taste. At the same time, the chubby triangle shape and unique packaging make Swiss triangle chocolate the most unique candy brand in the world.
Planter's-1906 was introduced in America. After careful picking, selection and grading, Kraft provides consumers with fresh and high-quality nut products. For more than 30 years, it has become the largest nut brand in Hong Kong.
Delicious-it has a long history in Taiwan Province and is one of the most popular biscuit brands in the family. Delicious has become a "family favorite" brand because of its characteristics of including all kinds of sweet and salty flavors and diversified product categories. Keke has a series of delicious products, including milk, crispy cakes, egg rolls, grape pies, crispy flute cakes and thin slices.
Osmai-Since 198 1 year, Osmai has been constantly bringing forth new ideas, and the best-selling sandwich series currently has three different flavors to choose from. In order to establish a healthy and delicious brand image, Kraft has successively launched a series of carded cakes (flavors of cheese, seaweed and chives and vegetables), crackers, baked wheat cakes (various cereals and sweet grapes) and milk crackers. The company sincerely invites people of insight who are seeking career development opportunities to join us. If you are eager for continuous learning, able to grow in a fast and challenging environment, and willing to give full play to your potential and determined to promote the company's development, Kraft welcomes you.
Kraft recruits fresh college graduates and trains talents in person. In addition, the company also recruits outstanding talents from other consumer goods enterprises or related industries. This strategy not only established an excellent senior management talent pool for the company, but also brought many new management concepts to the company.
Kraft believes that the broad development space, competitive salary and welfare, and corporate culture of winning will make the company attract and have more outstanding talents.
Greater China provides employees with at least 30 hours of corporate training. This involves business, leadership and business areas. The focus of the company's work now is to tap and cultivate the leadership potential of employees. This will help them grow up in their work and give them more initiative in their work, so that they can give full play to their talents.
The company has a senior management team from different cultural backgrounds. This will help local managers to hear, see and experience the world's advanced management experience, thus further expanding the concept of globalization. This also creates opportunities for them to develop into senior management positions.
Kraft recognizes and rewards outstanding employees. In addition to global and regional reward mechanisms, the company also rewards employees who have made extra contributions to the company by setting up local awards. In addition, the company also set up the "Innovation Award" for the first time to encourage employees to think reversely-this is a Kraft global recognition system adopted by the company in Greater China.
Kraft's goal is to be the best employer in Greater China. The company's business growth is closely related to attracting and possessing excellent talents. These talents will make Kraft an undisputed leader in the global food industry.
quality
Quality is the first element of all products of the company, and its importance always ranks first.
Maintaining a high standard of quality runs through the production process, and it is also the responsibility that the company takes seriously.
Greater China adheres to Kraft's global quality policy:
Provide safety products that meet the company's requirements and meet or exceed local standards while complying with government regulations.
Safety: the company ensures public health in an uncompromising way;
Quality: the company maintains high customer satisfaction;
Regulations: The company abides by local laws and regulations.
In order to achieve the above goals, the company has many systems to ensure product quality.
Supplier quality training: strengthen supplier training, establish a win-win partnership, and the company knows that raw materials are the source of the whole quality control process.
High standards: Kraft's factories in Greater China meet high GMP requirements.
Perfect quality system: All factories in Kraft Greater China have obtained ISO900 1-2000 international quality system certification, and the requirements of Kraft food quality and safety run through them to ensure that products meet Kraft quality requirements in production, distribution and sales.
HACCP approval: Factories that produce or process all Kraft products must pass the approval of Kraft on HACCP (Hazard Analysis and Critical Control Point) to ensure food safety. The intense and busy life makes people more eager for healthy and convenient products. In order to meet this demand, Kraft actively explores and innovates, and strives to make food a part of a healthier and more comfortable life.
The company's product research and development is committed to developing foods that are nutritious, convenient and meet the unique tastes of consumers.
Kraft's R&D centers in China are located in Suzhou and Guangzhou. In the whole process of product development, R&D personnel always work closely with market experts to study market segmentation and discover new consumer demand.
In order to meet the needs of local consumers for health, taste and price, R&D personnel apply Kraft's global leading technology, make full use of the resources of local suppliers and scientific research institutions, develop innovative products and packaging, and ensure the competitive advantage of products. In order to ensure the sustainable development of Kraft, the company must comprehensively consider the economic, social and environmental issues on which it depends. The company has always adhered to responsible business practices and made unremitting efforts to meet the changing market demand and promote social progress.
In order to achieve the above objectives, the company has set up a global corporate responsibility committee composed of senior managers in Kraft, whose duty is to pay attention to seven main areas related to the company's business:
Corporate governance and employee conduct standardize agricultural supply base.
Social contribution and community relations
Nutrition and health
Employees (Labor Relations) In China, Kraft is committed to improving the living standards of people in China and contributing to the local community through cooperation with many organizations. For example, the All-China Women's Federation was funded to carry out an activity aimed at improving the nutritional status of children in China. It is predicted that this activity will benefit 6 million people in 22 cities by distributing educational materials on children's health and nutrition. Publicity materials can help teachers and parents understand the knowledge about children's nutrition and health, so as to ensure that children can grow up healthily.
At the beginning of 2005, "Kraft Care" launched a one-year plan in SOS Children's Village in Tianjin, providing healthy and nutritious food for every family in the children's village every day, purchasing multimedia teaching equipment, and supporting the training of 150 working mothers in nine children's villages across the country in health and nutrition knowledge and cooking skills, from which more than 1500 children directly benefited.
In the same year, "Kraft Care" turned its attention to poor areas in Yan 'an, Shaanxi Province, and launched a two-year nutritious lunch project in Zichang County Primary School. The company has established a brand-new kitchen for Zichang Primary School, provided nutritious lunches for all students and faculty in the school according to the recipes formulated by nutrition experts, and provided tableware for students.
Kraft adheres to responsible business practices and always strives to contribute to the society in which the company is located.
Kraft Foods is a food company that can meet the different tastes of consumers around the world.
Kraft is committed to the development in Greater China. Since 1982 started its business here, the company has been making unremitting efforts to provide services for the local market and consumers. By introducing new products from all over the world and making them meet the needs of local consumers, the company hopes to achieve growth in China, so as to realize the company's vision of making the global diet and life more exciting. No matter now or in the future, the company will keep its promise and make greater progress in quality, innovation and development.
Main products: biscuits, solid instant drinks, coffee and ready-to-drink drinks.