Kraft reinvents icons in massive product launch
PACKAGED FOODS | Reinventing icons is the focus of massive product launch
Cool Whip in a can. Crispy Newton snacks. Macaroni and cheese crackers.
Kraft is bringing new life -- new packaging, new textures and new ways to snack on -- some of its iconic brands.
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Northfield-based Kraft is launching 80-plus products this year.
The company is reinventing some old favorites -- including Kraft Macaroni & Cheese and Oscar Mayer -- and developing new product platforms, rather than just extending existing product lines, said Bob Becker, head of Kraft's new products operations.
Recent successful platforms include the company's 100-calorie packs of snacks, powdered beverage sticks and the South Beach Living line.
"We have more platforms right now on the market, launching or in the pipeline than we ever had before," Becker said.
Among the offerings that fit the company's focus areas of health and wellness, accessibility, premium tastes and quick and easy meals:
• • Cool Whip aerosol. Kraft hopes the canned product will appeal to consumers who desire one or two servings but who don't want to open a full tub of the non-dairy dessert topping.
• • Jell-O pudding mixes in single-serve packets.
• • Bagelfuls cream cheese stuffed bagel rolls. It's the first item to carry the Kraft name in the freezer section.
• • Kraft Macaroni & Cheese Crackers in three cheddar flavors.
• • Reformulated and packaged Kraft salad dressings and Oscar Mayer hot dogs.
• • Nabisco Newtons Fruit Crisp Bars.
• • Oscar Mayer shaved meats in single serve containers.
• • DiGiorno and California Pizza Kitchen single-serve pizzas.
• • Planters Kettle Roasted Peanuts.
• • Nabisco brand's Nilla Cakesters snack cake, a market Kraft entered last year with an Oreo version.