US: Kraft plans launch of 40 products

By Katy Askew | 2 January 2013

Kraft focuses on NPD

Kraft focuses on NPD

Kraft Foods Group has unveiled plans to launch more than 40 new products, marking the first swathe of NPD since the group separated from Mondelez International and became an independent publicly traded group last October.

The company said the launches have been inspired by growing demand from US consumers for bold international flavours, flexible eating patterns and simpler product recipes. Convenience has also been a significant trend informing innovation, the group added.

"Bland and boring do not cut it any more," said Barry Calpino, Kraft's vice president of breakthrough innovation. "We're seeing an all-out quest for fun, passion and adventure in food and beverages as people embrace a multitude of global and regional flavours. Culinary experimentation is in, so everyone wants the flexibility to customise their food."

Kraft aims to leverage its iconic brands to deliver innovation across multiple categories. New products include extensions to some of Kraft's best known brands, such as Miracle Whip, Philadelphia, Planters, A1 and the Kraft and Polly-O String Cheese brands.

Show the press release

KRAFT KEEPS INNOVATION FLOWING WITH 40+ NEW PRODUCTS Initial 2013 Offerings Deliver on Consumer Quest for Intense Flavors, Ill., Dec. 27, 2012 /PRNewswire/ -- Today, more than ever, consumers are seeking adventure in flavors and demanding the ultimate taste experience. But they also want simplified ingredient lines that help provide a healthy balance to their varied meal choices. Kraft Foods Group, Inc. (KRFT) has revved up its innovation pipeline to bring more than 40 exciting foods and beverages to the table. Each has been developed to satisfy consumers' appetites for bold flavors, flexible eating patterns and simpler product recipes while still delivering great quality and value.(Logo: "Bland and boring do not cut it anymore," said Barry Calpino, Vice President, Breakthrough Innovation, Kraft. "We're seeing an all-out quest for fun, passion and adventure in food and beverages as people embrace a multitude of global and regional flavors. Culinary experimentation is 'in,' so everyone wants the flexibility to customize their food. Our latest innovations are fun, great-tasting products that meet those needs and are in sync with today's lifestyles."This is the first comprehensive new products launch since Kraft became an independent public company in October. In keeping with the company's initiative to offer consumers good, better and best choices, Kraft is using its iconic brands and successful new platforms to deliver innovation across multiple categories. While some new products are hitting store shelves now, others debut in early 2013. "As culinary trends continue to evolve, one constant is a desire for even more choices," explains Robin Ross, Associate Director of Culinary, Kraft. "Consumers have varying and multiple needs for their food and beverage choices. Some consumers find a healthy balance with less complex ingredient lines is important, while others want bold or ethnically-inspired taste experiences. Young people are especially adventurous and food savvy. They don't want to miss the latest food news, whether it's trendy flavors, pop-up restaurants or the newest food truck in town." The Bolder, The Better Whether inspired by global cuisine, local street foods, farmers markets or restaurant trends, Kraft is intent on satisfying flavor fanatics. In 2013, peppers of any kind take center stage while bacon continues to sizzle. New Miracle Whip Dipping Sauces offer unexpected yet distinctive tangy flavors: Smokin' Bacon Ranch, Kickin' Onion Blossom and Sassy Sweet Tomato. Bagels now will benefit from a "schmear" of Philadelphia Spicy Jalapeno Cream Cheese, while fruits, graham crackers and pretzels will welcome two new additions to the Philadelphia Indulgence Spread line - Cinnamon and Dulce de Leche Caramel. And string cheese will no longer be just a kids' snack, thanks to Cracked Black Pepper, Italian Style Pizzeria and Sweet BBQ varieties on both the Kraft and Polly-O String Cheese brands. Also on the snacking front, Planters NUT-rition Peanut Butter will add a robust Cherry Chocolate flavor. Fiery notes like Chipotle BBQ, Tomato & Chili Pepper and Cracked Peppercorn add some heat to the A.1. Dry Rubs and A.1. Marinade Mixes lines. Kraft Anything Dressings adds a citrus twist with Zesty Lime Vinaigrette - a refreshing addition to salads or as a marinade for meats and seafood. Even beloved Oscar Mayer Bologna experiences a flavor makeover with the addition of Jalapeno and Bacon options, which provide affordable variety to everyday sandwiches. Flexible Meal Choices Convenience counts as consumers want fast but flexible meal options that don't skimp on taste. Oscar Mayer Carving Board Pulled Meats are leading the way. This new line combines succulent spice blends with pulled pork that has been slow smoked with natural hardwood to lock in the real meat flavors. A resurgent Velveeta brand expands to include on-trend Cheesy Casseroles in Chili Cornbread, Chicken Pot Pie and Shepherd's Pie varieties. The Velveeta Cheesy Skillets Dinner Kits franchise will build its "liquid gold" platform with three new flavor combinations: Jambalaya, Chicken Parmesan and Ultimate Cheeseburger Mac with 2% Milk Cheese. Adding to its successful 2012 launch, Kraft Fresh Take cheese and breadcrumb mix will help cooks transform everyday chicken, pork or fish with three more tasty choices: Smokey Mesquite BBQ, Spicy Chipotle Cheddar and Classic Four Cheese. Simpler Ingredient Lines Finding a wholesome balance for some consumers is no longer just about calories. It also includes looking for simpler ingredient lines. So Kraft will be adding to its Oscar Mayer Selects brand. Oscar Mayer Selects Chicken Breast Franks are made with quality cuts of white chicken breast meat, that are hardwood smoked and have no artificial preservatives.Customization Continues Individuality matters when it comes to food and people want to be able to whip up a custom-made food experience. Kraft helped pioneer the customization trend by launching the portable liquid water enhancer category in 2011 with MiO. Look for new options in early 2013, including Cherry Blackberry. In addition, Crystal Light Liquid will debut with six refreshing flavors - Mango Passionfruit, Strawberry Lemonade, Blueberry Raspberry, Iced Tea, Peach Bellini and Pomtini - and no artificial flavors and zero calories. When it comes to hot beverages, customizing your brew is as easy as a touch of a button with the Tassimo on-demand system. And now the delicious taste of Tim Hortons coffee, including decaf and latte, is available in T Discs. For those looking to add their personal touch to baked goods, Cool Whip Frosting is an innovation worth celebrating. This new frosting is available in the freezer aisle, perfectly whipped to spread easily on cakes, cupcakes and more. To spur even more culinary creativity, the rapidly growing Jet-Puffed Mallow Bites marshmallows line is expanding to include fruit-flavored, ice cream cone shaped and brownie bite mini-marshmallows which are perfect for snacks, dipping or hot chocolate. For a hearty snack, Planters NUT-rition Sustaining Energy Mix will come in three varieties that include ingredients such as honey roasted peanuts, crunchy honey soy clusters with soy protein and wholesome roasted almonds. "Our newest products demonstrate how an innovative spirit is taking hold in today's Kraft," said Calpino. "New products and expandable platforms will help us fulfill our mission of being North America's best food and beverage company. In 2013, we're capitalizing on several trends -- bold flavors, better-for-you choices, flexible meals and customizability - to win with both customers and consumers." About Kraft Foods Group Kraft Foods Group, Inc. (KRFT) is North America's fourth largest consumer packaged food and beverage company, with revenues of approximately $19 billion in 2011. Launched as a public and independent company on Oct. 1, 2012, the new Kraft has the spirit of a startup and the soul of a powerhouse. The company has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Planters and JELL-O. Kraft's 25,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor's 500 index. For more information, visit and

Original source: Kraft Foods Group

Expert analysis

Kraft Foods, Inc. - Mergers & Acquisitions (M&A), Partnerships & Alliances and Investment Report

Datamonitor's Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments reports offer a comprehensive breakdown of the organic and inorganic growth activity undertaken by an organization to sustain its competitive advantage.

Sectors: Chilled foods, Condiments, dressings & sauces, Dairy, Dried foods, Frozen, Meat & poultry, NPD & innovation, Snacks

Companies: Kraft Foods Group, Mondelez International

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