The product barrage continues a strategy Kraft launched last
year to tout its innovation credentials timed to coincide with the
retailer's annual stock resets. "Our operating cycle is to have a
flow of really strong innovation timed in sync with our retail
partners," Barry Calpino, VP-breakthrough innovation for Kraft
Foods, said in an interview. "This is how Kraft goes to
market."
With dinner items a major category for Kraft , the company will
unveil its Fresh Take line of seasoned bread crumbs with cheese.
Unlike the boxed bread crumbs in Kraft 's Shake 'n Bake brand, the
Fresh Take package includes six flavor varieties of shredded cheese
and bread crumbs in separate compartments. The 6.05-ounce packs
will sell in the refrigerated section for $2.99.
"Consumers are looking for more ideas for dinner and more
creative ideas, and at the same time they want it to be easy," said
Mr. Calpino. The line will get a full campaign of marketing
support. He wouldn't specify the media spending but said it will
have a "heavy" TV component and retail support.
A smaller effort will introduce a line of shelf-stable dinner
kits, Kraft Sizzling Salads, including a marinade and recipes for
consumers, who can add chicken, lettuce and vegetables to assemble
a meal in less than 20 minutes. The four-flavor line includes a
6-ounce salad dressing and a 6-ounce cooking sauce duo for
$2.99.
In addition to the major debut in January for its previously
reported refrigerated MilkBite Milk and Granola Bars, February will
bring the U.S. debut of Bel Vita Breakfast Biscuits. Already sold
in Europe, the whole grain snack crackers come in three flavors
that the company says will provide sustained energy for the whole
morning and fill a void for Nabisco in the cookie and cracker
aisle.
Also imported from Europe, Kraft 's Philadelphia Indulgence
Spreads mix chocolate with its namesake cream cheese for dipping.
Two sizes are 5 ounces for $1.99 and 8 ounces for $2.99.
To compete with the energy and nutritional beverage rivals,
Kraft will launch in January energy versions of its Mio and Crystal
Light water enhancers with 60 milligrams of caffeine and B vitamins
for $2.99 for various pack sizes.
The company also will add three "mocktail" flavors for Crystal
Light after a limited promotion last summer. "They sold really,
really well. They're on trend," Mr. Calpino said.
Kraft has begun to roll out 10 flavors of its Gevalia gourmet
coffee brand. The 12-ounce packages will have an $8.99 suggested
retail price, and plans are to have pods of the brand for the
Tassimo coffee machine available later.
Kraft isn't alone in its aggressive new product push. General Millsplans
50 new products in the second half of its fiscal 2012, adding to
the 100 launches it rolled out in the first half, the company said
on its earnings call today. Among the new offerings are two line
extensions for Cheerios: Peanut Butter Multigrain and "Dulce de
Leche," which CEO Ken Powell described as a "caramel-flavored
cereal [that ] features a taste profile that 's popular with
Hispanic consumers, but we think it will have broad appeal." Big G
will also add Frosted Toast Crunch to its Cinnamon Toast Crunch
line.
The marketer will also try to boost its Yoplait Greek yogurt
lineup with new flavors in multipack formats. It will also add a
lactose-free yogurt to its regular Yoplait line, hoping to win new
business from the 15% of U.S. consumers that General Mills says are
lactose intolerant.
"We think this is a good innovation for the Yoplait brand, and we
will support this new line with couponing, digital advertising and
in-store sampling," Mr. Powell said. Yoplait's agency is
Saatchi &
Saatchi.
Kate MacArthur is a reporter at Crain's Chicago
Business.
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Contributing: E.J. Schultz