Kraft Heinz Co. is preparing to break itself up, people familiar with the matter said, as the US food company looks to combat shifting consumer sentiment and reverse a sagging share price.

The Wall Street Journal reports the Chicago-based company could spin off a large piece of its grocery business into a new entity worth as much as $20 billion.

Kraft Heinz’s stock jumps after a Wall Street Journal report that the packaged-food giant is planning a breakup, 10 years after its megamerger.