Kraft Foods hopes to extend usage of its Grape-Nuts ready-to-eat cereal as a hot cereal this winter with the launch of new microwaveable single-serve bowls. The new 3-oz. packages, rolling out to retailers nationally, will be touted in stores through special display shippers featuring a steaming bowl of Grape-Nuts and the offer to "Try it hot!" The new bowls follow an estimated $5 million ad effort Kraft launched in November, from Ogilvy & Mather, New York, to encourage consumers to make the Grape-Nuts Hot recipe, which involves heating the cereal with milk and other ingredients such as brown sugar and apples.
Copyright December 2000, Crain Communications Inc.