The power of choice is one of the most debated topics in history.
In Canada, the power of choice is an especially popular topic right now due to the staggering cost of food, housing and basic goods.
Upon walking into a grocery store, the mall or heading online to shop, the variety of different brands we encounter is seemingly endless.
Why do we buy?
Depending on what you want or need, making a choice can be difficult. Some people choose based on perceived quality or quantity, sales and discounts or convenience.
Others purchase based on brand values, reputation or social status.
But to what extent are there genuine differences between so many of the “different” brands we engage with and support over our lifetime?
Is the concept of consumer choice illusive?
The facts
In a Capital One survey, 3000 Americans were questioned about their general brand knowledge.
Across the board, they could not identify the correct parent company of multiple everyday brands named in the study.
Nearly half of the participants believe health-focused brands are owned by companies that sound “natural” and wholesome, like Organic Valley + Nature’s Path.
In addition, the majority of respondents believe that tea brands like Honest Tea and Lipton, are owned by Tea companies, rather than Soda and Soap companies that are actually behind them.
The reality is that a small collection of major corporations own hundreds of companies and control massive global market shares.
Below are the 12 companies many say “control the world”.
12. Colgate-Palmolive
2023 Revenue: $19B
Year founded: 1806
Colgate-Palmolive is the parent company of Irish Spring, Speed Stick, Meridol, Softsoap and more.
In 1806, William Colgate started a small starch, soap and candle business in New York City. After William’s death, his son, Samuel Colgate, took over.
B.J. Johnson, the owner of Palmolive-Peet, bought Colgate in 1928. Around that time, Palmolive was the world’s best-selling soap.
Over 100 years later, the blended company now owns hair care lines like Caprice, cleaning product companies (Murphy Oil Soap), and even pet food (Hill’s Ideal Balance).
11. General Mills
2023 Revenue: $20B
Year founded: 1928
General Mills started out as a singular mill in Minneapolis called the Washburn “B” Mill. Cadwallader Washburn built the mill, hence the name, in 1866 and his success soon flourished.
In 1928, Washburn “B” merged with four other mills, creating General Mills.
Specializing in cereals and flour products, the company grew as a food processor during the Great Depression.
Cereals like Wheaties and Cheerios became popular items alongside Gold Medal flour, Yoplait yogurt, and Bisquick baking mix.
Presently, General Mills owns Betty Crocker, Pillsbury, Häagen-Dazs, Bisquick and many more brands. It also created the classic kid’s breakfast, Cheerios.
10. Associated British Foods
2023 Revenue: $24B
Year founded: 1935
Canadian WWI Veteran Garfield Weston founded ABF’s predecessor, Allied Bakeries, in the UK in 1935.
His success led to the acquisition of Barrett and Pomeroy, London and Provincial Bakeries. Ryvita, Fine Fare, and Twinnings Tea were soon to follow.
Later, the company purchased British Sugar and in 1993, it entered the agricultural scene with AB Agri.
Presently, AB World Foods owns brands in African countries, Europe, the US and more.
9. Kraft-Heinz
2023 Revenue: $27B
Year founded: 1869
Henry John Heinz founded the H.J. Heinz Company in 1869. It began as a horseradish producer in Sharpsburg, PA under the name Anchor Pickle and Vinegar Works.
Heinz introduced tomato ketchup to its product line in 1876 along with apple butter, pepper sauce, mincemeat and more.
Over in Chicago, a Canadian immigrant named James Kraft began a wholesale cheese-delivery business in 1903. In 1916, Kraft patented its pasteurized processed cheese products.
Over 100 years later in 2015, 3G Capital and Berkshire Hathaway merged the two companies.
Kraft-Heinz owns over 200 companies including Jell-O, Velveeta, Oscar Meyer, Lunchables, Philadelphia Cream Cheese and many more recognizable brands.
8. Danone
2023 Revenue: $30B
Year founded: 1919
After WWI, many people in Spain were battling intestinal disorders from malnutrition.
In Barcelona, Jewish physician Isaac Carasso began producing yogurt that contained lactic ferments to offset this.
He named the yogurt brand Danone after his young son, Daniel and later set up shop in France.
During WWII, the Carassos settled in New York, establishing the company there.
Danone is known for many other health-focused brands like Activia, Nutricia, Oikos, Silk, and Horizon Organic.
7. Mondelēz
2023 Revenue: $36B
Year founded: 2012
Mondelez was established in the 2010’s but its roots go back to 1923.
In 2012, the global snack manufacturer branched out of Kraft Foods. Mondelēz is best known for producing biscuits, confectioneries and other baked goods.
Owning Christie, Ritz, Oreo, and Chips Ahoy and more, its biscuits and cookies segment holds one of the largest mark shares globally.
Cadbury, Milka and Toblerone belong to Mondelez, giving it an expansive chocolatier portfolio. Mondelēz also owns Royal, Maynards Bassetts and Clif and Halls.
6. The Coca-Cola Company
2023 Revenue: $46B
Year founded: 1892
Yes, the rumours are true, Coca-Cola’s original formula contained cocaine up until 1903.
Dr. John S. Pemberton of Atlanta, Georgia, developed the drink as a medicinal remedy for common ailments. Frank Robinson, his bookkeeper, named it and created the brand’s iconic cursive font.
To date, The Coca-Cola company is one of America’s most powerful cultural symbols. It is an entire institution that is even credited for cannonizing the modern-day archetype of Santa Claus.
Cola-Cola is the world’s largest beverage manufacturer and distributor with over 500 brands sold in over 200 countries.
Sprite, Fanta, Powerade, vitaminwater, Dasani and smartwater represent only a small sip of what the company owns.
5. Mars
Year founded: 1911
In 1911 in Tacoma, Washington, Frank C. Mars ran a business out of his home making buttercream candies.
It transformed into a confectionary giant in Chicago in 1929 with the introduction of Snickers and Three Musketeers chocolate bars.
Mars expanded into New Jersey to manufacture their signature M&M’s exclusively for the military and later the general public.
Skittles, Starburst, Altoids and pet food brands like Pedigree, Royal Canin and Whiskas are all owned by Mars.
4. Unilever
4 Unilever
2023 Revenue: $66B Year founded: 1929
Unilever is the amalgamation of three European 19th century brands: Gebroeders Jurgens, Van den Berghs and Lever Brothers. Initially, it was a margarine and soap company.
After WWII, Unilever became a major manufacturer of detergents, synthetics and cosmetics. It is currently one of the world’s largest producers of personal care items and household goods.
Dove, AXE, Ben & Jerry’s, Vaseline, and St. Ives are just a few of the many brands Unilever owns.
3. Procter & Gamble
2023 Revenue: $84B
Year founded: 1929
Procter & Gamble is based out of Cincinnati, Ohio. It was first formed in 1837 when British candlemaker, William Procter, and an Irish soapmaker, James Gamble merged businesses.
Animal fat to produce its products was abundant as Cincinnati was a butchering capital.
They also supplied the Union Army with soap and candles during the Civil War and expanded their product lines after the war.
Presently, Procter & Gamble owns multiple brands within the health and wellness industry, cosmetics, baby care and pet products.
2. Pepsi Co.
2023 Revenue: $84B
Year founded: 1898
Coca-Cola’s arch nemesis and ultimate competitor. Pepsi-Cola was created by a pharmacist named Caleb D. Bradham in 1898.
Bradham was inspired by Coca-Cola’s success and wanted in. During WWI and after, the company suffered and was restructured multiple times.
When Joan Crawford’s husband, Alfred N. Steele, became CEO in the 50’s, the company ascended.
PepsiCo is behind other mega brands and businesses like Frito-Lay, KFC, Taco Bell, Quaker Oats, Gatorade and Lipton.
1. Nestle
2023 Revenue: $111
Year founded: 1866
Nestle is widely considered to be both the “big bad” and the shiny peak of corporate power. Whichever the case, it has humble beginnings.
In 1866, a Swedish man named Henri Nestle merged the Nestle company with the Anglo-Swiss Condensed Milk Company into the Nestle Group.
It’s baby food products were a sensation, expanding the company into the dairy industry.
As time went on, Nestle survived two World Wars by purchasing processing plants in the US and Australia.
Currently, Nestle owns businesses across a wide spectrum of industries including healthcare, nutrition, baby care, chocolate, coffee, breakfast food and bottled water.
The company is extremely controversial with numerous claims of human rights violations and environmental damage pitted against it.
The test of time
A significant overarching theme here is time and durability. Each of these mega companies are rooted in companies that started 100 years ago or more.
Of course, hard-work, a competitive edge and originality are huge factors in the success of any flourishing business.
However, from what we can see here, time and commitment truly is of the essence.
