Though it's the largest packaged-food manufacturer in America, Kraft Foods (ticker: KFT) doesn't seem to get much respect from investors. The company boasts brands that are entrenched in American culture, from Nabisco crackers and Oreo cookies to Maxwell House coffee and Oscar Mayer processed meats.
For years Kraft was beleaguered by a bureaucratic operating structure and a stagnant pipeline. Many attribute these flaws to the corporate culture at former parent Altria Group (MO). Kraft went public in 2001 and Altria fully divested its stake in 2007. Kraft has been undertaking a massive turnaround to revamp its pipeline and create a more nimble corporate structure.
However, these gains have been offset by the run-up in the costs of the food maker's raw ingredients in the previous two years. And if that weren't bad enough, Kraft's move to raise prices to offset those costs hit store shelves as the economic situation significantly deteriorated in the second half of 2008.
As a result, Kraft shares have fallen 27% over the past 12 months to $22.87. By contrast, brand-name peers Kellogg (K) and General Mills (GIS) are down 25% and 19%, respectively in the past year.
Although it shares have underperformed its leading competitors, Kraft is a more compelling defensive play than the competition for one major reason: It carries a 5.2% dividend yield that is nearly twice the yield offered by the 10-year Treasury. As cash flow improves, Kraft could raise this payout. The yields at Kellogg and General Mills are in the mid-3% range.
Kraft "offers an appealing total return potential" with shares priced at around $20-$22, says Alan B. Lancz, president of Toledo, Ohio-based investment money-management firm Alan B. Lancz & Associates. The stock is trading "at a historic low, the yield is at a historic high and the expectations are low," he adds.
The stock is trading 12.1 times forward earnings estimates. Its norm is 14.5-16.5 times. Lancz has been shifting to a more defensive portfolio after successfully playing the rally in more cyclical names in recent months. He is expecting a slow, prolonged recovery and Kraft "is definitely more defensive" in this environment.
It doesn't hurt that Warren Buffett's Berkshire Hathaway (BRKA) is Kraft's largest shareholder, owning a 9.4% stake at the end of 2008. But you don't have to drink the Kool-Aid, which by the way is a Kraft product, to see the upside potential in the company's shares. Kraft has been making strides under its three-year turnaround plan started in 2007, which includes cutting costs, divesting assets such as Post cereals and creating synergies from acquisitions (of biscuit maker LU in Europe).
Notably, Kraft has carved out 20 business units with decentralized decision making. "We've taken off their shackles by blowing up the bureaucratic matrix," Chief Executive Officer Irene Rosenfeld said at a consumer conference earlier this year. Alexia Howard, an analyst at Sanford C. Bernstein, says the pipeline is starting to improve after it "was starved for years under Altria."
She names Kraft as her top pick in 2009 with an Outperform rating and $34 price target, pegging it as "a margin recovery story."
A recovery in operating margins, which had fallen from 21% in 2002 to 12.5% last year, along with the 230 basis-point improvement in gross margins in the fourth quarter excluding the impact of commodity hedging losses shows that Kraft is "already starting to see a turnaround," she adds. This turnaround will take time. Lower commodity costs will help ease margin pressure, particularly for dairy products.
Meanwhile, Kraft has talked candidly about its challenges. The company expects to earn $1.88 in 2009, in line with 2008 results, after taking into account a 40-cent headwind from a stronger U.S. dollar and pension costs. Nearly 60% of Kraft's sales are from the U.S., 25% from Europe and the rest from other regions.
The company's sales volume fell 5.2% in the fourth quarter of 2008 (from a year earlier), and management projected further declines in the first quarter of 2009, which will be reported in May, but these weak numbers are misleading. More than half of the fourth-quarter drop in the sales volume was due to a deliberate move by the company to get rid of underperforming brands.
Higher supermarket prices as Kraft passed on commodity prices have hurt sales volumes more than cash-strapped consumers trading down from premium priced goods to private-label alternatives, Howard notes.
Private-label products have a 21% share in categories where Kraft brands hold a No. 1 or 2 market share by a wide margin, compared to the industry average of 20%. Kraft is benefiting a bit from consumers trading down from premium products, says IBISworld industry research analyst George Van Horn. For instance, Maxwell House coffee gained market share for the first time since Kraft started tracking this data more than a decade ago.
About 40% of Kraft's U.S. sales are from products that have triple the market share as their next competitors, and 50% of its global sales are from products that have twice the market share of their largest competitors, says Howard. Kraft has nine brands that each generate more than $1 billion in annual revenue and at least 50 brands each raking in greater than a $100 million a year.
The company has been strengthening its relationship with its major customers, Carrefour, Tesco and Wal-Mart Stores, and sharing marketing costs. As stores reduce inventory and cut shelf space, it is the middling players between Kraft and private-labels that are getting cut, notes Howard.
Kraft's turnaround won't be an overnight sensation. But until then, an attractive valuation and fat dividend will feed investors looking for a tasty return.
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