NOTES

Introduction: Why Mayo Beat Ketchup

  1. 1. Arash Massoudi, James Fontanella-Khan, and Bryce Elder, “Unilever Rejects $143bn Kraft Heinz Takeover Bid,” Financial Times, February 17, 2017, https://on.ft.com/3eHeNM4.

  2. 2. Daniel Roberts, “Here’s What Happens When 3G Capital Buys Your Company,” Fortune, accessed March 3, 2021, https://fortune.com/2015/03/25/3g-capital-heinz-kraft-buffett/.

  3. 3. Arash Massoudi and James Fontanella-Khan, “The $143bn Flop: How Warren Buffett and 3G Lost Unilever,” Financial Times, February 21, 2017, https://www.ft.com/content/d846766e-f81b-11e6-bd4e-68d53499ed71.

  4. 4. Ron Oswald (IUF), interview by author, September 28, 2020.

  5. 5. Harold Thompson (Ash Park), interview by author, April 24, 2020.

  6. 6. Vincent Lee (Bernstein), ...

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