Data, the secret ingredient


From Kraft to General Mills Inc to Conagra Brands Inc, big food makers are finally warming up to analytics as they try to become nimbler and more responsive to consumer whims. — Photos: 123rf.com

When a handful of teens took to social media to complain about the paltry size of their microwaveable mac and cheese, Big Food was paying attention.

At Kraft Heinz Co, the corporate behemoth that’s responsible for a lot of the items in the pantry, a “social listening team” picked up on that chatter in late 2019.

Unlock 30% Savings on Ad-Free Access Now!

Monthly Plan

RM13.90/month
RM9.73 only

Billed as RM9.73 for the 1st month then RM13.90 thereafters.

Annual Plan

RM12.33/month
RM8.63/month

Billed as RM103.60 for the 1st year then RM148 thereafters.

1 month

Free Trial

For new subscribers only


Cancel anytime. No ads. Auto-renewal. Unlimited access to the web and app. Personalised features. Members rewards.

Follow us on our official WhatsApp channel for breaking news alerts and key updates!
Big Data

Others Also Read


All Headlines:

Want to listen to full audio?

Unlock unlimited access to enjoy personalise features on the TheStar.com.my

Already a member? Log In