Kraft 2014 Annual Report Download - page 5

International prior to the Spin-Off. To effect the Spin-Off, MondelƝz International distributed all of the shares of Kraft Foods Group
common stock owned by MondelƝz International to its shareholders on October 1, 2012. As a result of the Spin-Off, we began
operating as an independent, publicly traded company on October 1, 2012.
Reportable Segments
We manage and report our operating results through six reportable segments: Cheese, Refrigerated Meals, Beverages, Meals &
Desserts, Enhancers & Snack Nuts, and Canada. Our remaining businesses, including our Foodservice and Exports businesses,
are aggregated and disclosed as “Other Businesses”.
Our principal brands and products at December 27, 2014 were:
Net Revenues by Product Category
Product categories that contributed 10% or more to consolidated net revenues for the years ended December 27, 2014, December
28, 2013, or December 29, 2012, were:
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 cheeses; and Breakstone’s and
Knudsen cottage cheese and sour cream.
Refrigerated Meals
Oscar Mayer cold cuts, hot dogs, bacon, and P3 Portable Protein Packs; Lunchables lunch
combinations; Claussen pickles; and Boca meat alternatives.
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.
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 and trail mixes; Kraft Mayo and Miracle Whip spoonable dressings; Kraft and
Good Seasons salad dressings; A.1. 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. sauce, and a broad array of
Kraft sauces, dressings and cheeses.
For the Years Ended
December 27, 2014 December 28, 2013 December 29, 2012
Cheese and dairy 33 % 32% 31%
Meat and meat alternatives 15 % 15% 15%
Meals 11 % 11% 11%
Refreshment beverages 10 % 10% 10%
Enhancers 9% 9% 10%