In a continuing bid to placate the growing army of food police, Kraft Foods will launch a whole-grain version of its traditional blue-box Kraft Macaroni & Cheese next month dubbed Super Mac. Appealing to critics that complain licensed property-themed junk foods are a major contributor to childhood obesity, Kraft will convert its Nickelodeon-licensed SpongeBob SquarePants and Fairly Odd Parents shapes to Super Mac varieties, which in addition to whole grains also feature more calcium as well as vitamins B, C, D and E.
The line fits with Kraft's overall plan to advertise only its better-for-you products, or "Sensible Solutions," to kids. Super Mac will be promoted heavily with print beginning in October and a major TV effort starting in January. Packaging will feature kid-friendly graphics explaining the added nutrition and in-store efforts will likewise tout nutrition and encourage trial via coupons instantly redeemable for up to 99¢.