Kraft Tunes In To Trends And High-Tech
PROMO Magazine, Thursday, January 19, 2006 12:30 PM
Kraft Foods is determined to keep up with consumer trends as well as marketing applications for new technologies. To that end, the company has created a program called "Open Innovation" that is designed to exchange ideas with outside partners to improve products, packaging and business systems. The initiative is led by Mary Kay Haben, who was promoted to senior vice president-open innovation in November, and could include licensing deals at some point. "We'll be looking for potential outbound opportunities such as licensing Kraft trademarks and intellectual property," said Kris Charles, Kraft director-external communications. "Kraft New Product Development will continue to focus on organic growth and product extensions, while Open Innovation will primarily focus externally." And on the new technology front, Kraft is quietly testing RSS feeds to deliver recipes to consumers' computers. Consumers visit Kraftfoods.com/onthego to register for up to three daily feeds (easy dinners, seasonal desserts, top-rated recipes) which come directly to their desktop, bypassing e-mail. It's one way to combat a decline in e-mail open rates, said Kathy Riordan, Kraft vice president-global digital & consumer relationship marketing.
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