Can Kraft Heinz's Promotional Strategy Support Better Volume Trends?

Kraft Heinz is implementing a promotional strategy focused on affordability and improved ROI to combat declining volume trends. The company achieved a 3.4 percentage point increase in promotional ROI year-to-date and introduced smaller pack sizes across key categories. However, Q2 2026 volume/mix still declined 2.6 points overall, with North America down 3.8 points, indicating the strategy's effectiveness remains to be proven in the second half of 2026.