Could Warren Buffett be wrong? Kraft Heinz is Exhibit A for iconic Big Food brands at risk of losing global relevance The Kraft Heinz failure under the leadership of 3G Capital with backing from Warren Buffett was not really a symbol of big food's end. Its mistakes were preventable. But with more than a dozen CEOs fired from consumer packaged-goods companies in recent years, there is no escaping the fact that iconic food brands face a growing loss of relevance.