Kraft 2013 Annual Report Download - page 4

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2
International to its shareholders on October 1, 2012 (the “Distribution”). As a result of the Spin-Off, we
began operating as an independent, publicly traded company on October 1, 2012.
Reportable Segments
Effective July 1, 2013, we began managing and reporting operating results through six reportable segments:
Beverages, Cheese, Refrigerated Meals, Meals & Desserts, Enhancers & Snack Nuts, and Canada. Our remaining
businesses, including our Foodservice and Exports businesses, are aggregated and disclosed as “Other
Businesses”. Previously, we had managed and reported operating results through five reportable segments:
Beverages, Cheese, Refrigerated Meals, Grocery, and International & Foodservice. We reflect this reorganization
for all the historical periods presented.
Our principal brands and products at December 28, 2013 were:
Beverages
Maxwell House, Gevalia, and Yuban coffees; Tassimo hot beverage system
(under license); Capri Sun (under license) and Kool-Aid packaged juice drinks;
Crystal Light, Kool-Aid, and Country Time powdered beverages; and MiO, Crystal
Light, and Kool-Aid liquid concentrates.
Cheese
Kraft and Cracker Barrel natural cheeses; Philadelphia cream cheese; Kraft and
Deli Deluxe processed cheese slices; Velveeta and Cheez Whiz processed
cheeses; Kraft grated and shredded cheeses; Polly-O and Athenos cheese; and
Breakstone’s and Knudsen cottage cheese and sour cream.
Refrigerated Meals Oscar Mayer cold cuts, hot dogs, and bacon; Lunchables lunch combinations;
Claussen pickles; and Boca soy-based meat alternatives.
Meals & Desserts
Kraft and Kraft Deluxe macaroni and cheese dinners;Velveeta shells and cheese
dinners; JELL-O dry packaged desserts; JELL-O refrigerated gelatin and pudding
snacks; Cool Whip whipped topping; Stove Top stuffing mix; Jet-Puffed
marshmallows; Velveeta Cheesy Skillets and Taco Bell Home Originals (under
license) meal kits; Shake ‘N Bake coatings; and Baker’s chocolate and baking
ingredients.
Enhancers & Snack Nuts Planters nuts, peanut butter, and trail mixes; Kraft Mayo and Miracle Whip
spoonable dressings; Kraft and Good Seasons salad dressings; A.1. steak sauce;
Kraft and Bull’s-Eye barbecue sauces; and Grey Poupon premium mustards.
Canada Canadian brand offerings include Kraft peanut butter and Nabob coffee, as well
as a range of products bearing brand names similar to those marketed in the U.S.
Other Businesses Our other businesses, including our Foodservice and Exports businesses, sell
primarily branded products including Philadelphia cream cheese, A.1. steak
sauce, and a broad array of Kraft sauces, dressings and cheeses.