Circle K and Guy Fieri Collaborate on New Fresh Food Menu

Circle K and Guy Fieri are collaborating to introduce 11 exclusive Flavortown-inspired menu items, including a mac n' cheese burger, sweet heat fried chicken and waffle sandwich, and candy chaos cookie. The first regional launch will begin in September at participating Circle K and Holiday Stationstores locations across 10 states. The partnership aims to redefine convenience store food and provide high-quality, flavorful options on the go.

Kraft Heinz, one of the world's largest food and beverage conglomerates, has announced a significant strategic move by splitting into three separate entities: one focused on condiments like Heinz ketchup, another on shelf-stable meals, and the third on grocery food brands such as hot dog maker Oscar Mayer. This decision, announced on September 3, 2025, reflects a broader trend in the food and beverage industry towards simpler, more focused businesses to enhance valuation and ease of management [1].

The split aims to address multiple pressures, including the complexity of managing a large, diversified portfolio. Kraft Heinz's CEO, Carlos Abrams-Rivera, indicated that the complexity of their business has impacted the realization of the full strength of their brands and operations [1]. The decision follows similar moves by peers such as Kellogg, which split its snacks and cereals units in 2023, and Unilever, which is spinning off its Magnum-led ice cream business [1].

The rationale behind these breakups is clear: focused, pure-play businesses are easier for capital markets to value and can pursue targeted mergers and acquisitions. Since the split of Kellanova and WK Kellogg, each company's stock has gained around 20% and 27%, respectively, before news of their acquisitions [1]. Kraft Heinz's decision is expected to follow a similar trajectory, potentially boosting its stock price and making it more attractive to investors.

The split also reflects a broader challenge for large industry players, who are under pressure to grow organically and drive volume in the face of changing consumer preferences away from processed foods. The decision by Kraft Heinz to break up its business aligns with this trend, as it aims to create more focused and agile units that can better meet the evolving needs of consumers [1].

The success of these breakups is not guaranteed, especially in the post-COVID era. Research by JP Morgan indicates that while pre-COVID splits generally resulted in a 10% expansion in price-earnings valuations, post-COVID splits saw a 5% decrease [1]. However, with a growing number of examples, the trend towards splitting up large conglomerates is gaining momentum, potentially driving more traction with companies that have disparate portfolios.

References:
[1] Reuters. (2025, September 3). Big food goes small: Kraft Heinz bets on simplicity to boost shares. Retrieved from https://www.reuters.com/business/finance/big-food-goes-small-kraft-heinz-bets-simplicity-boost-shares-2025-09-03/