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3G Capital
“The Brazilian cost-cutting machine that merged Kraft and Heinz, then watched $15 billion in brand value evaporate.”
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Founded by Brazilian billionaires, 3G Capital is infamous for a ruthless cost-cutting system where every dollar has to be re-justified from scratch every year. At Kraft Heinz, they slashed R&D spending to a fraction of competitors' levels, gutted marketing, and laid off thousands. The result: the company had to admit the Kraft and Oscar Mayer brands had lost $15 billion in value by 2019. They ran Burger King through the same cost-cutting blender before merging it into Restaurant Brands International.
Founded 2004 · New York, NY