Introducing Mel, a new character with a quirky personality which will help launch one of Kraft's biggest new product bets of the year, MilkBite, on February 13. Mel is a milk and granola bar, who struggles, quite aptly with an identity crisis. Created by Droga5, Mel will be featured in television spots, as well as through online executions in the form of "video diaries" on the brand's Facebook page.