Kraft Foods Group, the US$18.7bn North American grocery giant that will emerge when it is formally spun-off from the firm's global snacks business today (1 October), is a powerhouse of brands operating in the world's most profitable grocery market. According to Kraft Foods Group management, going forward the company's mandate is clear: it must improve efficiency and increase investment behind its brands in order to grow sales and beef up shareholder returns. However, Katy Askew suggests, the task awaiting the newly-formed food group could prove quite a challenge.