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By 2005, Kraft Foods Inc (established 1903) had become the world's second largest food and beverage company (after Nestle) with a turnover of $32 billion. Kraft Foods had always enjoyed a patronage of children (aged less than 12 years) with this segment contributing nearly half of its sales. However, since the 1990s, the company had been witnessing a growing concern about obesity among children, its mainstay for a long time. To address this concern, Kraft Foods has redefined its marketing efforts, having decided to dispense with advertising targeted at children aged less than 12 years. This case while highlighting the effects of anti-obesity campaigns on food and beverage companies in general, would enable a discussion on Kraft Food Inc's strategies to portray itself as a healthy foods company and the efficacy of its efforts to redefine marketing to children. A structured assignment '506-003-4' is available to accompany this case.