In a decisive move underscoring the urgency of its corporate overhaul, Kraft Heinz has appointed a new president for its critical North American operations. The leadership change comes just days after Chief Executive Steve Cahillane unveiled a $600 million revitalization strategy, signaling that the struggling food conglomerate is accelerating its transformation efforts.
A Familiar Face Takes the Helm
Nicolas Amaya will assume the role of President, North America, effective February 23. He succeeds Pedro Navio, who is departing the company on February 22 after an eight-year tenure. Navio will remain available in an advisory capacity until March 6 to ensure a smooth transition.
The appointment draws from CEO Cahillane’s professional network. Amaya joins from Kellanova, where he served as Senior Vice President and President, North America. Cahillane himself built his career at Kellogg and its successor company, Kellanova, and the two executives collaborated closely for years. Amaya steps into the position at a pivotal moment, taking charge of the company’s largest market, which has reported 19 consecutive quarters of declining sales volumes.
Strategic Pivot Fuels Investment Plan
This executive reshuffle follows a significant strategic reversal. On February 11, Kraft Heinz announced it was suspending its plan to split into two publicly traded entities. Cahillane explained that the massive underinvestment in iconic brands such as Oscar Mayer and Kraft Mac & Cheese could not be adequately addressed during a complex separation process.
Halting the breakup is expected to save approximately $300 million in 2026. These funds, combined with efficiency gains, will be channeled into a comprehensive $600 million program focused on marketing, research, product enhancements, and selective pricing adjustments. During the CAGNY investor conference on February 19, Cahillane detailed the roadmap: marketing expenditure is projected to rise to about 5.5% of net sales by 2026, up from 4.9% the previous year, while research spending will see a roughly 20% increase.
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International Success Stories Offer a Template
The CEO is looking to replicate proven strategies from overseas markets. In Canada, a simplified operating model drove average annual sales growth of four percent and resulted in market share gains. In the United Kingdom, the Heinz Beans brand recaptured market share through product improvements, new packaging sizes, and innovations like ready-to-eat pouches—the latter growing at an annual rate of 130% for two years.
Early signs of progress are emerging in the U.S. market. More than 70% of products in the so-called “Taste Elevation” categories, which include ketchup, salad dressing, cream cheese, and mustard, gained market share in the fourth quarter of 2025. Furthermore, the company now aims to achieve its $2.5 billion efficiency target by the end of 2026, a full year ahead of the original schedule.
Financial Headwinds and Shareholder Pressure Persist
The company’s starting position remains challenging. Fourth-quarter 2025 organic net sales fell by 4.2% to $6.3 billion. For the full 2026 fiscal year, Kraft Heinz anticipates a revenue decline of between 1.5% and 3.5% compared to the prior year. Investment is ramping up, with the capital budget for 2026 set at approximately $950 million, above the previous year’s level.
Additional pressure stems from major shareholder Berkshire Hathaway, which signaled its intention in early January to reduce its roughly 28 percent stake. With this concentrated leadership change, the halted corporate split, and a substantial new investment program, Cahillane is betting on a rapid strategic shift. The coming quarters will reveal whether the $600 million wager on brand renewal can halt the years-long erosion of market share.
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