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“Freshly made and simple ingredients are becoming primary purchase drivers, and we must incorporate this into our new product developments and brand renovation plans,” said Kraft Foods Group’s Tony Vernon, whose presentation at the Consumer Analyst Group of New York Conference (CAGNY) on Feb. 18 underscored Kraft’s new product innovations, which are poised to meet consumers’ evolving demands.
Kraft has stepped to the front lines of such trends, Vernon said in his presentation, pointing to increased snacking, a demand for simpler ingredients, higher protein and fewer processed foods, and a heightened interest in sourcing transparency, as among the most important. “We've used these trends to inform our fewer, bigger, better new products and Big Bets for 2014,” Vernon said.
Among Kraft’s New Product Innovations:
Kraft Singles with No Artificial Preservatives delivers the same quality, taste, look and melt, while removing all artificial ingredients. Available now in the dairy aisle of grocery stores nationwide, this new offering comes in American and White American varieties. According to Brian Gelb, senior associate brand manager for Northfield, Ill.-based Kraft Foods, “We know families today want convenient foods that have no artificial preservatives and a simpler, more recognizable ingredient list, and Kraft is working to deliver more of these options for some of our most beloved brands.”
The Oscar Mayer brand is introducing the P3 Portable Protein Pack, a new snacking option consisting of Oscar Mayer Selects Meats, Kraft Natural Cheeses and Planters Nuts. This new on-the-go offering, which aims to capitalize on the growing protein-rich snack category, is available in the following varieties: Applewood Smoked Turkey, Marbled Colby & Monterey Jack Cheese, Dry Roasted Almonds; Applewood Smoked Ham, Reduced Fat Sharp Cheddar Cheese, Dry Roasted Almonds; Rotisserie Seasoned Chicken, Reduced Fat Cheddar Cheese, Dry Roasted Peanuts; and Slow Roasted Turkey Breast, Reduced Fat Cheddar Cheese, Dry Roasted Peanuts. P3 Portable Protein Packs are available nationwide in single, 2-ounce packs (SRP $1.79) and triple, 6-ounce packs (SRP $4.99).
The new Philadelphia 2X Protein Cream Cheese Spread offers twice as much protein as regular cream cheese spread and 70 percent less fat and calories than the leading peanut butter. Now available in regular and honey flavors, Philadelphia 2X Protein is designed for topping whole wheat bagels, toast, multi-grain crackers or pretzels for part of a nutritious breakfast or snack. The new spread has an SRP of $2.99 for a 7-ounce tub.
The Kraft Macaroni & Cheese team has revamped its Shapes varieties to offer each of five fun themes.
Three existing themes include:
- Nickelodeon SpongBob Squarepants
Two new themes include:
- Nickelodeon Teenage Mutant Ninja Turtles
- DreamWorks “How To Train Your Dragon 2”
Macaroni & Cheese Shapes, which offers 6 grams of whole grain per serving and 15 percent less sodium and saturated fats, is available now at grocery stores nationwide.