Kraft Heinz had trouble distinguishing its products from cheaper store brands, such as Heinz ketchup costing $2.98 versus the Walmart brand at 98 cents.

A planned split-up of the mega company that makes products from Velveeta to Kool-Aid comes as consumers shift away from processed food.

Kraft Heinz had trouble distinguishing its products from cheaper store brands, such as Heinz ketchup costing $2.98 versus the Walmart brand at 98 cents.