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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