In 2025, Kraft Heinz China delivered an impressive performance scorecard in a challenging market environment, expected to exceed its full-year targets. Its performance highlights are evident in two major achievements: First, the company successfully achieved its goal of becoming the "top brand" in Western sauces, climbing to the top market share in China's Western condiments sector (including ketchup, salad dressings, etc.), with Heinz Tomato Ketchup firmly holding the category lead and driving double-digit growth in the Western condiments business. Second, all three of its business segments achieved sales growth, with the Chinese condiment brand Master seeing an increase in market share in core markets, and the infant complementary food business successfully reversing its downward trend.

Behind this performance lies Kraft Heinz's clear growth strategy. In brand marketing, the company adheres to a long-term approach, effectively boosting brand favorability and directly driving sales through creative and approachable ads like "Tomatoes That Want to Win" during the National Games, achieving a synergy of branding and sales impact.

At the product level, leveraging global R&D capabilities, the company continues to expand its product portfolio with successful new launches like Heinz Quick-Cook Pasta, aiming for new products to contribute 10% of sales within three years. Looking ahead to 2026, Kraft Heinz plans to sustain its growth momentum. Its core strategy is to "consolidate advantages and expand scenarios": In Western condiments, not only will it solidify the leading position of Tomato Ketchup, but more importantly, through recipe education and new product development (such as enriching salad dressing flavors), it will integrate products into more everyday dining scenarios for Chinese consumers, allowing Western condiments to "enter Chinese kitchens." For Chinese condiments, it will consolidate core markets while breaking into untapped markets via B2B catering channels. The company particularly emphasizes ramping up efforts in B2B catering channels, targeting above-market-average growth through refined operations for different cuisine customers. Currently, the company's business is about 70% retail channels as the "stabilizer," while the approximately 30% B2B catering is seen as the key growth engine for the future.

Additionally, Kraft Heinz's global business spin-off plan will not affect operations in the Chinese market, with the China business to be part of the new company focused on flavor enhancement. As the world's second-largest consumer goods market, China's strategic importance remains unchanged, and the company's management looks forward to jointly formulating mid- to long-term growth strategies with the new global CEO, full of confidence in the future.

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