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How an Iconic Brand Like Kraft Approaches Innovation

Barry Calpino, Vice President of Breakthrough and Innovation at Kraft, explains how a company with $18 billion in annual sales is engaging with its customers to improve the core product.

Even though Kraft is an iconic, global household name and manufactures and markets multiple brands from cheese to beverages to snacks to meals, the company still strives to be a leader in innovation in the consumer space. Barry Calpino, VP of Breakthrough and Innovation at Kraft, explains how a company with $18 billion in annual sales is engaging with its customers to improve the core product as trends evolve and social media and mobile strategies. Calpino leads innovation at Kraft Food Groups across all business unit teams and end-to-end innovation processes.

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