By Thomas Paulson, Head of Market Insights In the context of ongoing weak earnings results for Kraft Heinz and other branded food names, we took a deeper look into Trader Joe’s and Aldi’s traffic growth. Recall that one of our central themes is that industry growth of food-at-home will be driven by private brands and those retailers that excel at it. That’s principally the reason behind the -7% decline in volume and revenue for Kraft’s North American business segment in Q1.