• by Emily Burg , May 10, 2007

As a tie-in with its presentation at the 2007 Food Marketing Institute Show, where it was the largest exhibitor, Kraft Foods Inc. showcased more than 70 new foods and beverages in Second Life, the 6 million-plus populated online alternative universe that more and more high-profile consumer brands are finding to be a key venue for marketing to customers.

Kraft partnered with "Today Show" Food Editor Phil Lempert to sponsor the supermarket Second Life, and Lempert was at the Kraft booth at the FMI this week to kick off the opening of "Phil's Supermarket."

That event happened simultaneously live and virtually with a ribbon-cutting ceremony by Rick Searer, president of Kraft North America, at FMI, followed by Kraft making a $450,000 donation to America's Second Harvest--The Nation's Food Bank Network.

Kraft's Second Life site links out to Kraft's real world Web site, where it promotes Second Harvest and where it will invite visitors to make donations as well.

Other links from Kraft's Second Life site to its real world Web site will be to Kraft's nutrition education Web site, as well as to chats with Kraft's kitchen experts, where visitors can discuss recipes and food ideas for Kraft food products, including the 70 new health and wellness-oriented products the company will be introducing at FMI.

Jumping on the digestive health bandwagon that has proved so successful for Dannon Co., Kraft is introducing cheeses with probiotics and prebiotics from its Kraft and Breakstone's brands. Health and wellness, along with premium taste, quick meals and snacking, are among the four key growth areas in the product lines Kraft is featuring at FMI, from brands like South Beach Diet, Philadelphia and Planters.

"We are looking at our products through a new lens--the eye of the consumer," Searer said in a statement from the show. "By reframing our categories and focusing on our four growing segments ... our 2007 product innovations fit the dynamic lifestyles of our consumers."

Kraft has developed a "Sensible Solution" flag to add to its products that can help consumers easily identify healthier food choices. Currently, the "Sensible Solution" designation appears on more than 500 products that meet a variety of dietary needs, from diabetes management to heart health.