By Minda Smiley

The Heinz and Kraft merger will form one of the biggest food and drink companies in the world but the prudent nature of the new owners signals a more cost-focused approach to brand building.

The team-up forms the world’s fifth biggest food business with around $28bn in annual revenue. It will have eight brands that each generates more than $1bn a year in sales, including Heinz’s flagship Tomato Ketchup, and five valued between $500m and $1bn.

The deal, orchestrated by Heinz’s owners investment firm 3G Capital and Warren Buffett’s Berkshire Hathaway, aims to cut costs and boost margins. It is Read full story ›

Source: The Drum