Kraft 2002 Annual Report Download - page 7

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5
We build global brands by catering to local tastes one
country at a time. Take cream cheese, for example.
In the Netherlands, it tops baked potatoes. In the U.K.,
people enjoy it with breadsticks. It might be salmon flavor
in Spain, tomato and basil in Germany or strawberry in
the U.S. It could be in a tub, a brick or the convenience
of a snack bar. But whatever the flavor or form, people
in 94 countries enjoy Philadelphia customized to their
tastes, making it the No. 1 cream cheese in the world.
And, just the same, you can find local flavors and forms
of Maxwell House in 78 countries, Ritz in 49 and Milka
in 91, proving that good taste is appreciated everywhere.
globalappetite