• February 9, 2007

For the masses who don't naturally put together the idea of a block of cheese and a grater, Kraft is out with Grate-It-Fresh Parmesan Cheese, a disposable cheese/grater combination package that is designed to appeal to those who want a fresher, restaurant-quality cheese taste at home.

The move is seen as part of the world's second-largest food manufacturer's commitment to jazz up its core portfolio and rebuild its product pipeline.

Starting in March, the company will launch print ads in mass market magazines like Family Circle, People and Better Homes & Gardens, online ads and TV ads in spot markets. In store, Kraft is using shelf hangers with the product available for a hands-on experience (without the cheese).

The new product will be offered in the refrigerated section, far from the shelf-stable variety in the slender green cans, but fairly near pre-shredded bags of parmesan cheese. -- Nina M. Lentini