Kraft Heinz Unveils $600M Investment Plan to Revive US Growth

CEO Cahillane outlines strategy to boost innovation, marketing, and pricing to regain lost market share.

Published on Feb. 25, 2026

Got story updates? Submit your updates here. ›

Kraft Heinz is planning a $600 million investment to reignite growth in its underperforming US business, which has lost market share over the past decade. The company's new CEO, Steve Cahillane, detailed plans to boost innovation, marketing, and pricing across its iconic brands like Lunchables, Capri Sun, and Heinz. This comes as the company's North America president, Pedro Navio, steps down after 8 years. Kraft Heinz will focus on simplifying operations, improving product quality, and increasing marketing support in the US, while scaling successful strategies from Canada, the UK, and emerging markets.

Why it matters

Kraft Heinz's US business accounts for two-thirds of its total revenue, so reviving growth in this key market is critical to the company's overall performance. The investment plan signals a shift away from relying solely on brand nostalgia, towards a more balanced approach of innovation, marketing, and pricing to win back market share from competitors.

The details

Kraft Heinz will allocate the $600 million investment across several key areas: 1) Pricing and pack architecture to open up new price points and drive trial, 2) Increased R&D spending focused on core and major innovations around convenience, new occasions, and nutrition, 3) Boosting marketing spend to around 5.5% of net sales, up from 4.9% in 2025, and 4) Growing both marketing and sales teams to address capability gaps. The company will take a tiered approach, defending share for brands like Oscar Mayer and Maxwell House, selectively investing to win share for Capri Sun and Lunchables, and 'distorting' investments towards 'taste elevation' categories like ketchup and cream cheese where it has the right to win big.

  • Kraft Heinz CEO Steve Cahillane outlined the investment plan during the Consumer Analyst Group of New York meeting on February 19, 2026.
  • Pedro Navio, the president of Kraft Heinz's North America business, announced his departure on February 18, 2026 after 8 years with the company.
  • Kraft Heinz saw a 20-basis point improvement in US market share trends in Q4 2025 compared to the full year, indicating early signs of progress.

The players

Steve Cahillane

CEO of Kraft Heinz who recently took over the role in January 2026 and is spearheading the company's $600 million investment plan to revive growth in the US.

Pedro Navio

Former president of Kraft Heinz's North America business, who is stepping down after 8 years with the company.

Kraft Heinz

A major American food company that owns iconic brands like Lunchables, Capri Sun, Jell-O, Ritz, and Maxwell House.

Andre Maciel

CFO of Kraft Heinz who provided details on how the $600 million investment will be allocated across pricing, R&D, marketing, and sales.

Got photos? Submit your photos here. ›

What they’re saying

“We recognize that it is imperative to drive volume-led sustainable and profitable growth, and to do this while continuing to generate attractive, free cash flow.”

— Steve Cahillane, CEO, Kraft Heinz (foodnavigator-usa.com)

“We have been more than lean the last 10 years ...If you don't have the people and the capabilities, it's really difficult to deliver, and we've been operating too lean. And we acknowledge that, and we're going to fix it.”

— Steve Cahillane, CEO, Kraft Heinz (foodnavigator-usa.com)

What’s next

Kraft Heinz plans to accelerate the momentum it has seen in international markets like Canada, the UK, and emerging markets by bringing those successful strategies and capabilities to its underperforming US business.

The takeaway

Kraft Heinz's $600 million investment plan signals a shift away from relying solely on brand nostalgia, towards a more balanced approach of innovation, marketing, and pricing to regain lost market share in the critical US market. The company's willingness to address capability gaps and invest in its people and operations suggests a long-term commitment to reviving growth.