Working out who will gain from the takeover of Whole Foods by Amazon is simple--the increased competition is going to benefit consumers. Who is going to lose is also pretty simple, if consumers are going to be gaining then it's pretty obvious that it's going to be producers losing. And enduring shift by consumers to fresh and natural options is eating into the business of big food brands, like Kraft Heinz Co, Kellogg Co and Mondelez International. But I want to expand this potential group of losers out to one more grouping, the manufacturers of branded food products. First a little history, brands really came about as a market of food that wasn't going to kill you.

Source: Forbes June 27, 2017 15:00 UTC