Kraft Heinz tapper new CEO, AB InBev's Miguel Patricio

After halving the dividend last year to pay off debt, AB InBev had its own executive shakeup. It was announced in March that it was bringing back two former AB InBev managers to join the board.

Patricio, who is based in Portugal, said he is not affiliated with 3G, and emphasizes that he has a new perspective to share in the corporate seat of Kraft Heinz

"I have a completely different background with my experience in consumer food, " he said.

During his race at AB InBev, Patricio monitored brands such as Corona, Budweiser and Stella Artois, and increased its organic sales growth up to the high single figures, almost one third of the company's organic growth in 201[ads1]8. In its last year as chief manager, AB InBev the most rewarding brand owner at the Cannes Lions Awards for Advertising and Creative Communication.

Patricio's former roles at AB InBev include stints as president of Asia Pacific for four years and president of North America for two years. He also held positions with Philip Morris, Coca-Cola and Johnson & Johnson.

However, the food industry is more fragmented and diverse than the beer industry, a characteristic that Patricio said is not worried about him.

"Consumables are consumables," he said, adding: "Where there is transformation, there is the possibility."

Nevertheless, there is abundant upheaval. Upstart foods apparently spread daily, catching consumer attention and stealing market share from all older companies from General Mills to Kellogg. Retailers, under their own competitive pressures, also squeeze Big Foods once valued profit margins and fill their shelves with their own products, undercut older brands on price.

Kraft Heinz has iconic brands like Philadelphia Cream Cheese and Heinz Ketchup that still have global appeal and dedicated pantry and fridge stains. The Heinz brand has grown 26 percent over the past six years, according to Nielsen.

But it is also put together with others, such as Maxwell House coffee and Oscar Mayer meat, which apparently lost contact with consumers and struggled to compete against cheaper

Kraft Heinz under Hees said it was weighing deposits of brands That gave it "no competitive advantage" as it seems to bring down the influence to three times the earnings before interest tax depreciation and depreciation, instead of the four times when analysts say it is currently linked. It has $ 3 billion of debt that will come to terms in 2020, which needs to be refinanced.

Maxwell House coffeeand Breakstone's cottage cheese and sour cream is among the Kraft Heinz considering, CNBC has reported.

Patricio refused to comment on potential divestments or acquisitions.

As to how he will define success at Kraft Heinz, he said he will look at both the top and bottom line without giving specific goals.

"It's like sport, either you win, or you don't."