潜水简介:
- Kraft Heinz hired Evercore Partners to prepare a potential sale of its Ore-Ida frozen potato brand, according to aCNBC的报告。
- 该报告称，该品牌可能价值15亿至20亿美元，可以筹集资金来帮助偿还债务并重组Kraft Heinz的业务。
- 根据该报告，卡夫·海因兹（Kraft Heinz）可能愿意考虑出售其整个冷冻部门，其中还包括冷冻餐点，例如Devour和Smart菜。
潜水见解：
之后catastrophic earnings report in February- 净亏损为126亿美元，其Kraft和Oscar Mayer Brands的154亿美元写下，其股票下降了多达28％ - 谣言工厂一直在跳。新闻报道已经为CPG庞然大物提出了一些潜在的剥离Breakstone的品牌和Maxwell House coffee。
考虑到该公司需要进行重大更改才能纠正其财务状况，因此疯狂的并购谈话是有道理的。考虑到Kraft Heinz面孔的大问题，大型旧品牌可能会在斩波块上。
在CPG冷冻马铃薯品牌中，Ore-IDA是明显的市场领导者。根据Statista编写的数字，去年more than 106 million Americans used Ore-Ida potato products，其中包括炸薯条，tater to，哈希棕色和土豆泥。Ore-IDA几乎是消费者数量最接近的竞争对手的两倍，即私人标签的马铃薯产品。
Ore-IDA成立于1952年，成名发明Tater Tots作为重新利用碎屑的一种方式，将炸薯条切成薄片。它是由H.J. Heinz于1965年收购, and has been a freezer section staple ever since.
While Ore-Ida is one of the older brands in Kraft Heinz's portfolio, it has been performing well for the company. There were some supply and distribution issues last summer, according toearnings reports。
In a transcript of the earnings call last August,Paulo Luiz Araújo Basílio, the company'sU.S. commercial business president,他说，随着卡夫·海因茨（Kraft Heinz）恢复生产能力，冷冻马铃薯品牌的销售额会增加。In Kraft Heinz's most recent earnings report, the capacity rebound in Ore-Ida helped the company's products overall post a3.9% increase in volume/mixin the U.S. during the quarter.
So why divest a brand that is popular and consistently growing? It may have the most to do with Kraft Heinz's particular situation. While sell-offs are a trend for food companies that are facing trouble, most other companies are trying to refocus on their core and rid themselves of brands that have proven to be distractions — like Campbell Soup's recent销售协议，其永久性问题的螺栓农场牌。其他公司正在剥离似乎与其他产品不符的细分市场，例如Danone's sale agreement for organic salad brand Earthbound Farm。
The issues that brought Kraft Heinz's most recent financial problems go deeper than any one brand. And it can be argued that a frozen potato brand truly is a core component of a company that is anchored by ketchup.
卡夫·海因兹（Kraft Heinz）可能想剥离矿石的原因是冷冻土豆很热。全球市场increased 6% in 2017 to $106 billion根据Indexbox发表的一份报告，由冷藏和冷冻食品撰写。
这种成功不仅仅是一年的现象。2016年，Conagraspun off its potato division、羊肉韦斯顿。分割之后,羔羊韦斯顿seen enviable growth, with salesup 7% in its most recent earnings report。
CNBC关于Ore-IDA的报告的消息来源告诉商业网络，目前主要用于粮食服务的兰布·韦斯顿（Lamb Weston）是Ore-IDA的潜在求婚者。这次收购将使羔羊韦斯顿变成马铃薯势力，并为卡夫·海因兹（Kraft Heinz）提供了大部分转机资金。
CNBCreported that Kraft Heinz also may sell all of its frozen brands, including Ore-Ida, if the price is right. The report did not estimate what this sale might be worth, but considering the value of Ore-Ida, it's easily a multi-billion dollar proposition. With Ore-Ida as a starting point, it could be easy for Kraft Heinz to broaden the conversation with a potential acquirer to include the wider array of foods.
Despite talks of a potential sale, the company may decide to focus on reviving and reinvigorating the brand. In July, Miguel Patricio, a former AB InBev exec with a marketing background, willbecome Kraft Heinz's new CEO。He告诉CNBCheplans to focus his attention onorganic growth, brand building and making the company more consumer focused. In an《华尔街日报》的采访, Patricio said he isn't working to sell brands, and currently only has plans to grow.
