The incumbent in the UK, ZenithOptimedia, has already been advised that it will lose the account as Starcom MediaVest Group and MindShare are vying for the business.
Kraft is reviewing on a market-by-market basis and wants to consolidate into one UK agency, while simplifying its arrangement with networks. Starcom already has strong relationships with Kraft in the US, while MindShare is strong in Asia.
However, the outcome of the pitch could be complicated by existing account conflict. MindShare handles Nestle's coffee business, a clash with Kraft's Kenco brand, while Starcom Media-Vest Group works for Cadbury, a conflict with Kraft's Dime and Terry's brands.
MindShare is also pitching for the global Nestle business and the outcome of this pitch could also affect the Kraft review. However, WPP is planning to launch a third media network to avoid such conflicts.
Antony Young, the chief executive of ZenithOptimedia, said: "We're proud of the enormous strides we've made in the past three years with Kraft UK to push media to the front of the marketing communications process. It's disappointing to be discriminated against for belonging to the wrong network."