It’s no picnic at Kraft Heinz Co.

Four years after a merger that promised growth and innovation, the maker of iconic brands like Oscar Meyer, Kool-Aid and Jell-O is struggling to find its place in a rapidly changing market.

Sales are faltering as consumers increasingly seek fresh, minimally processed foods. In a recent Nielsen survey, 41% of consumers globally said they would pay more for foods with natural or organic ingredients. That’s not good news for a product like Kraft Heinz’s Velveeta cheese, which contains 20 ingredients and has no organic option.

When shoppers do buy processed foods, they’re considering the growing number of store brands that compete with Kraft Heinz. Kroger sells a 20-ounce bottle of Heinz Ketchup for $2.79; on the same shelf, a 24-ounce bottle of Kroger brand ketchup is $1.00.

Kraft Heinz’s new CEO Miguel Patricio, who came to the company in July from Anheuser-Busch InBev, says he’s been taking stock of the company’s strengths and weaknesses and will present a detailed plan for the future early next year.

Patricio said Kraft Heinz needs to get better at predicting trends. Kraft acquired the Boca veggie burger brand 19 years ago, for example, but has fallen behind startups like Beyond Meat in the plant-based burger space.

“We need to transform this company into a much more consumer-driven company, rather than just operating in the present,” Patricio told investors and analysts on a conference call Thursday to discuss the company’s third quarter earnings.

Kraft Heinz also needs to introduce fewer, better and more profitable new products, he said. In recent years, it’s put out too many new things that cannibalize existing products and don’t drive incremental sales. One much-derided recent entry was “salad frosting,” which is just ranch dressing packaged to appeal to kids.

But some analysts aren’t convinced that company’s current leadership can turn things around.