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Kraft's New Product Lineup Emphasizes Innovation

  • Brandweek, Wednesday, April 30, 2008 10:15 AM
Kraft's 2008 new products line marks the latest round in its mission to move from a manufacturing-focused entity toward one that creates products based on consumer needs. Until recently, Kraft's growth strategy largely revolved around extensions like Jell-O cheesecake snacks. But in presenting some of the 80 new Kraft food products, Bob Becker, SVP/new products for Kraft Foods North America, doesn't mention the word "extension" once.

Among the results is Oscar Mayer Beef Franks with no artificial flavors, colors or fillers and now made with more premium meat cuts. Kraft also is migrating the seal-tight packaging with snap-top lids from its Deli Fresh line of sandwich meats to the cheese business.

Other highlights: South Beach Diet will be renamed South Beach Living, and the beverage business will take a functional benefit direction with ready-to-drink beverages and powder mixes like Crystal Light On the Go Vitamin Enhanced Red Tea Mix. There are still extensions to come, however, such as the cross-category Kraft Macaroni & Cheese Crackers.



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