Kraft Heinz sells more than 200 brands, many of them household names such as Heinz ketchup, Kraft Mac & Cheese and Oscar Mayer meats. But this is a challenging time to be in the name-brand food business.

For Kraft Heinz CEO Steve Cahillane, changes in the marketplace demand a shift in strategy.

“Consumers have only so many dollars available for their food budget in a month’s time, and so you have to earn the right to be in that basket each and every day,” he said.