KRAFT HEINZ
A RECIPE FOR SUCCESS IN ASIA-PACIFIC
Already one of the world’s leading food
companies, Kraft Heinz is expanding its busi-
ness in Southeast Asia and India to realize its
long-term vision of becoming “The Best Food
Company, Growing a Better World.” Kraft
Heinz products have graced dining tables for
more than 150 years.
Joao Leitao, Managing Director of ASEAN,
India, Hong Kong and APAC Exports—the
business unit established to drive expansion
in the region—shares the company’s plans.
What are your goals for the
region?
Our business unit was set up to achieve
annual double-digit growth in Southeast
Asia, India, Hong Kong and Taiwan. On top
of that, we are also responsible for exporting
our portfolio of authentic Asian brands to the
U.S., Europe and other geographies globally.
Apart from the flagship Heinz and Kraft
offerings, the company is also responsible for
other market-leading brands in the region,
including Lea & Perrins, A1 sauce, Australia’s
Golden Circle and New Zealand's bestselling
Watties brands.
Our goal is to be the fastest-growing FMCG
(fast-moving consumer goods) company in
the region, and we also aspire to be the fast-
est-growing business unit in Kraft Heinz.Why has Kraft Heinz decided
to expand in the region?
The food Industry has been continually
growing, especially in the so-called Kitchen
of the World, Southeast Asia and the Indian
subcontinent. These markets each have their
own characteristics, so in 2019, we launched
relevant products in top categories that are
relevant to the local palate, such as authentic
Asian sauces like Heinz Oyster Sauce in
Thailand and ABC Soy Sauce in Malaysia.What are some of your key
markets in the region?
Hong Kong, Thailand and Malaysia are
our current core markets, while India, the
Philippines and Vietnam are the fast-growing
markets in our portfolio. We have great plans
for the whole region.
In Thailand, for example, the company is
aiming to become a “top-of-mind brand” forThai consumers through key products such
as Heinz ketchup and Heinz Oyster, which has
garnered sizable market share, with steady
year-on-year growth.What do you view as your
company’s key success
factor?
People are the key factor to our success. We
have rigorous selection processes to identify
the right owners to join us, and we invest
heavily in our talent pool.
We also foster transparency and trust
between the employees—and it all starts
with the environment we built. We brought
the entire team into the center of the office in
an open environment. That way information
flows easily and we ensure that we have a
flat organization, which we believe is one
of the key factors for us to grow further. We
have a startup environment with the unique
advantage of being backed by a strong brand
with significant resources.How has Kraft Heinz
built diversity into the
organization?
An important part of the company’s strategy
is fostering diversity among its teams by
ensuring a robust mix of talent from different
nationalities, genders and experiences.
Reflecting this commitment, we have a
higher ratio of female leaders in senior
management positions in our region.
We strive to create a work environment
that encourages people in the organiza-
tion to have respect for others and to work
together regardless of their differences. We
believe this unique corporate culture is the
secret ingredient that can help us succeed.The American food company’s plans for growth come on the back of its rising market share in the
region and new products to appeal to local tastes.Joao Leitao, Managing Director of ASEAN, India, Hong Kong and APAC Exportshttp://www.kraftheinzcompany.comPROMOTION