Kraft Heinz Co. are focusing on shaking up the food industry, by investing a venture capital of $100 million to improve and build on concepts such as supply chain technology and e-commerce.

The company has commited to start a new firm called Evolv Ventures, which will invest in food technology companies. Kraft also hired a founding member of Peakock Equity, an investment group put together by NBSUniversal and GE Capital, by the name of Bill Pescatello.

On the other hand, Kraft Heinz also has a division called Springboard which focuses on upstart brands beyond the company’s already famous brands such as Velveeta and Jell-O. As this is the company’s very first fund, the company is under pressure due to high marketing and development expenses.

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