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Article: Kraft scrambles to innovate, reverse slide in cheese sales; Plans two launches this year; focuses on less fat and more convenience.(News)
- Article from:
- Advertising Age
- Article date:
- August 15, 2005
- Author:
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Byline: JULIE JARGON
Cotton-candy-flavored string cheese, cheddar infused with heart-healthy fish oil, cream cheese laced with probiotic bacteria to aid digestion. Kraft Foods is studying all these possibilities and more as it tries to stem the erosion of its mainstay product line: cheese.
The Northfield, Ill., food giant will launch two major cheese products in the third or fourth quarter. Without revealing specifics, Amy Wagner, a marketing executive in Kraft's cheese division, said the launches will involve two product lines that will "add convenience in very different ways.''
In addition to packaging and flavor, a key long-term focus for ...