Big consumer brands used to be the safe bet. Loved by customers and able to command apremium, they looked likely to be able to withstand the disruption in the retail world around them.Then, last month, Kraft Heinz announced a net loss of $12.6bn for the final three months of2018. The markets reacted by wiping a quarter off the value of the business.Top line sales growth was modest at best, but the real pain for Kraft Heinz was taking a goodwillimpairment charge of $14bn from reducing the book value of its key Kraft and Oscar Mayerbrands.
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