[10] Burt P. Flickinger III of Strategic Resource Group said the strategy "worked for Mondelez, but not for Kraft.

"[11] On November 19, 2013, an arbitration ruling ordered Starbucks to pay Kraft Foods Inc. $2.7 billion because of an early contract termination.

The money would go to Mondelēz International, Inc.[12] In October 2013, Kraft announced that it would remove artificial dyes from three macaroni and cheese varieties made in kid-friendly shapes, but not its plain elbow-shaped Kraft Macaroni and Cheese product with "original flavor".

[13] This was in response to a petition by activist Vani Hari and blogger Lisa Leake who delivered a petition to the company to remove controversial synthetic dyes Yellow 5 (labeled as Tartrazine) and Yellow 6 from its signature macaroni and cheese products.

The winning community gets a cash prize dedicated to upgrading their hometown arena, as well as the opportunity to host an NHL preseason game.