Kraft had been selling peanut butter in Australia for almost a century, dominating what became by 2015 an almost $6 million-a-year peanut butter market. How did it all go so wrong?

Sources:

http://www.news.com.au/finance/business/retail/kraft-one-of-the-worlds-biggest-food-brands-to-be-phased-out-in-australia-and-new-zealand/news-story/acbec56cd9b9283cb4bc18628488b47d

https://mumbrella.com.au/kraft-singles-and-kraft-peanut-butter-return-to-australia-479473

https://www.ashurst.com/en/news-and-insights/insights/the-federal-court-crunches-down-on-krafts-claim-against-bega-cheese/

https://www.smh.com.au/business/happy-ms-vegemite-spreads-the-healing-20120504-1y3w7.html

https://www.abc.net.au/news/rural/2017-01-19/bega-buys-vegemite-mondelez/8193268

https://mumbrella.com.au/bega-promotes-matt-gray-to-head-of-marketing-623650

https://mumbrella.com.au/blend-17-isnt-isnack-3-0-may-vegemite-wankers-pr-101-476848

https://mumbrella.com.au/bega-keeps-it-simple-in-new-peanut-butter-ad-via-thinkerbell-577884

https://www.news.com.au/finance/business/retail/kraft-one-of-the-worlds-biggest-food-brands-to-be-phased-out-in-australia-and-new-zealand/news-story/acbec56cd9b9283cb4bc18628488b47d

https://mumbrella.com.au/bega-buys-vegemite-brings-iconic-australian-brand-home-420507

https://www.news.com.au/finance/business/retail/bega-triumphs-over-kraft-in-threeyear-peanut-butter-legal-stoush/news-story/df2424e15011e4fc792851c6121237fd

https://financhill.com/blog/investing/kraft-heinz-merger-failure

https://www.nytimes.com/2018/05/03/business/bernardo-hees-kraft-heinz-corner-office.html

https://www.nytimes.com/2019/09/24/business/when-mac-cheese-and-ketchup-dont-mix-the-kraft-heinz-merger-falters.html

https://www.marketresearch.com/Williams-Marshall-Strategy-v4196/Australia-Peanut-Butter-Impact-COVID-34179087/

https://www.forbes.com/sites/avidan/2019/02/24/the-lesson-of-the-kraft-heinz-nosedive-radical-cost-cutting-is-out-brands-are-back/?sh=214d9dcf7d1e

https://begagroup.com.au/wp-content/uploads/2022/11/120669_Bega-Annual-Report-2022_Interactive_optimised.pdf

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