Kraft pushes Mac & Cheese as pandemic breakfast to reach busy parents

Dive Brief:

  • Kraft Mac & Cheese is running a campaign to position its classic blue box dinner as a breakfast item during quarantine, including a new 30-second video ad and limited-edition packaging, the company revealed via press release.
  • The campaign targets busy parents, 56% of which serve their kids Mac & Cheese for breakfast more often during pandemic lockdowns than previous months, per a Kraft study of 1,000 parents conducted this quarter. People can enter to win a free breakfast box by tweeting the hashtags #KMCforBreakfast and #Sweepstakes on Twitter or by visiting a microsite through Aug. 7. For
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Sweden’s economy outperforms other European countries during pandemic

Sweden’s economy has fared better during the peak three months of the coronavirus pandemic than the European average, the country’s statistics agency has reported, adding to growing evidence that the decision to avoid a full lockdown is paying economic dividends. 

The country’s gross domestic product (GDP) fell by 8.6 per cent in April and June, compared to the preceding three months, Statistics Sweden reported. 

The average drop of the ten member states who have so far submitted flash estimates for the three months is 11.9 per cent, the EU’s statistics agency reported last week. Spain, France and Italy did still

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Kraft Heinz, Kellogg to rev up marketing substantially in H2 as pandemic windfall continues

Kraft Heinz and Kellogg reported strong Q2 earnings results Thursday, another indication that packaged foods companies continue to see a windfall from the coronavirus pandemic. Executives reinforced that marketing will play a key role in keeping up the momentum, setting up a busier second half to 2020 after many brands culled their activity at the outset of the health crisis.

The higher premium on marketing from Kellogg and Kraft Heinz marks a break with some other CPG companies that reported their earnings this week. Procter & Gamble has been comparatively quiet on its plans despite posting its strongest yearly sales

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Pandemic pandemonium for Mike Ashley and Sports Direct

Four years ago, Sports Direct found itself into hot water again after it failed to disclose its dealings with a distributor owned by Ashley’s older brother. Last year, it scrambled to find an auditor after Grant Thornton, its adviser, resigned. The Big Four all declined to work with Frasers.

He has now managed to burn bridges with landlords, too, after pausing rent payments or asking for significant cuts.

Property owners complain that Ashley is taking advantage of emergency laws rushed through parliament, which prevent landlords from kicking retailers out.

“What the Government inadvertently did when it protected smaller tenants from

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