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How to become an iconic brand like Kraft Heinz

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How to become an iconic brand like Kraft Heinz

Updated: August 3rd, 2023

How to become an iconic brand like Kraft Heinz

What are the two most iconic brands in the American “lunchbox” industry today?

If you immediately sighed nostalgically about Kraft and Heinz, you’re not alone. And if you’ve ever felt your brand loyalty torn between the classic Blue Box mac-n-cheese or a spoonful of ketchup on everything you ate, you can breathe a big sigh of relief. According to a joint announcement, Heinz and Kraft have just announced a merger that will make the unified companies into the fifth-largest food and beverage company in the world. The newly dubbed Kraft Heinz Company will have eight $1+ billion brands and will generate about $28 billion in annual revenues!

To most of us, those numbers seem incomprehensibly high – and unattainable. It’s hard to imagine, but every big brand was once a small business like yours.

Take Kraft, for example. The company was originally founded in 1923 as National Dairy by Thomas H. McInnerney. Thomas sought out to take over the then-fragmented U.S. ice cream industry using a strategy of acquisition. By 1930, it was the largest dairy company in the U.S. and the world, and sold a lot more than just Neapolitan and mint chip. Eighty years later, it had evolved into the Kraft we know and love (to eat) today.

But that doesn’t mean he didn’t run into obstacles to growth along the way. Rewind back to 1923: Thomas went to Wall Street to try to convince investment bankers to finance his plans for dominating the ice cream industry. Like many small business owners who try pitching investors for capital, he ran into a lot of opposition. Thomas was eventually successful in rounding up a group of investors, but it took seven years – and we’re guessing you don’t have that much time to melt.

Fast forward to 2015: luckily, there’s a sweeter way for entrepreneurs like you to get fast and fair funding — without selling off ownership of your business to equity investors. Funding Circle’s affordable term loans range from one to five years, with rates starting at 5.99 percent. Our application process is deliciously simple and entirely online – and you’ll get your own account manager to personalize your borrowing experience. If you are looking for flexible terms, we’ve got the right flavor of loan to meet your needs.

As Kraft Chairman and CEO John Cahill said in the merger announcement, “Together [with Heinz], we will create an even brighter future.”

Want to build your own bright future? Apply here for a fast and fair loan with Funding Circle today!


Affordable business financing. Crazy fast.

Funds delivered in days, not months.

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