As CNBC reports, 3G Capital-owned ketchup manufacturer Heinz announced the planes to take control over another biggest American processed food company Kraft Foods. The newly formed entity will be the third largest food conglomerate in the U.S. and the fifth in the world with approximate market value of $80 billion, according to The New York Times.
Heinz is re-launching its 2013’s Grow Your Own campaign to encourage home gardening among British families. The ketchup brand invites consumers to grow tomatoes, the key ingredient for the legendary sauce. The Grow Your Own marketing effort includes a special hub on the brand’s Facebook page as well as TV advertising.
Now, taste, smell and look are not enough to render the full picture of the food product. Acclaimed food designers Bompas & Parr created a musical spoon and a set of vibrant handmade bowls that capture the character of the five new flavors of Heinz baked beans—Curry, Fiery Chilli, Barbecue, Cheddar Cheese, and Garlic & Herbs. The most impressive piece in this state-of-the-art experience is the spoon with a very small embedded MP3 player—it plays the tunes only when is put into a person’s mouth, all to enhance the key flavors of each variety.
Warren Buffett’s Berkshire Hathaway is jointly acquiring H.J. Heinz Co., the manufacturer of the world’s favorite ketchup, as well as baked beans, potatoes and sauces. The co-investor in this deal is 3G Capital Management, which is expected to take day-to-day decisions in the future. The $28 billion deal ($23.3 billion plus debt), which is largest ever in food industry, is to be finalized later this year.