The world's third-largest food company is currently putting in place a roster of four UK agencies that will cover the company's primary food categories - cheese, biscuits, coffee and chocolate.
Kraft Foods communications manager Julia Westcott said: 'Our use of PR is growing, hence the need to put a roster in place. It is a recognition that it is missing from the marketing mix sometimes.'
Kraft is in talks with agencies with food sector and big brand experience to advise on issues such as sustainability and health and wellbeing.
An announcement will be made in the next month.