Food Business News - January 15, 2013 - 34

New Food Products
Kraft pumping up new product pipeline in 2013
Company looks to capitalize on fl avor, convenience, customization and simple ingredients
NORTHFIELD, ILL. —
Oscar Mayer Selects
Chicken Breast Franks,
Miracle Whip Dipping
Sauces and Crystal
Light Liquid are among
the new products scheduled
to be launched by
Kraft Foods Group, Inc.
in 2013. In total, more
than 40 foods and beverages
are slated for introduction
in 2013, marking
Kraft’s fi rst comprehensive
new products
launch since becoming
an independent company
in October.
“Bland and boring
do not cut it anymore,”
said Barry Calpino,
vice-president of breakthrough
innovation at
Kraft. “We’re seeing an
all-out quest for fun,
passion and adventure
in food and beverages
as people embrace a
multitude of global and
regional fl avors. Culinary
experimentation is
‘in,’ so everyone wants
the fl exibility to customize
their food. Our latest
innovations are fun,
great-tasting products
that meet those needs
and are in sync with
today’s lifestyles.”
Flavor will be a focus
as Kraft looks to infuse
its innovation pipeline.
New Miracle Whip
Dipping Sauces will
be introduced in three
fl avors: Smokin’ Bacon
Ranch, Kickin’ Onion
Blossom and Sassy
Sweet Tomato. Meanwhile,
bagels will benefi t
from a “schmear” of
Philadelphia Spicy Jalapeño
Cream Cheese,
while fruits, graham
crackers and pretzels
will welcome two new
additions to the Philadelphia
Indulgence Spread
line: cinnamon and dulce
de leche caramel.
Kraft said it intends
to broaden the market
appeal of string cheese
beyond children with
the launch of more
adult fl avors, including
cracked black pepper,
Italian style pizzeria and
sweet BBQ varieties on
both the Kraft and PollyO
String Cheese brands.
Other fl avor innovation
includes a cherry
chocolate fl avor of
Planters NUT-rition
peanut butter, as well
as three new varieties
of A.1. Dry Rubs and
A.1. Marinade Mixes:
chipotle BBQ, tomato
and chili pepper, and
cracked peppercorn. A
lime vinaigrette variety
will be added to the
Kraft Anything Dressings
line, Kraft said.
In addition to capitalizing
on fl avor, Kraft said
some of its 2013 product
innovation centers on
convenience, led by
Oscar Mayer Carving
Board Pulled Meats.
The new line combines
spice blends with pulled
pork that has been slow
smoked with natural
hardwood to lock in the
meat fl avors. Within its
Velveeta brand, Kraft
is introducing Cheesy
Casseroles in
chili cornbread,
chicken pot pie
and Shepherd’s pie
varieties. Meanwhile,
the Velveeta
Cheesy Skillets
Dinner Kits franchise
will expand
its “liquid gold”
platform with
three new fl avor
combinations: jambalaya,
chicken Parmesan
and Ultimate cheeseburger
mac with 2%
milk cheese. Kraft Fresh
Take cheese and breadcrumb
mix, which was
introduced in 2012, will
be expanded to include
three more varieties:
smokey Mesquite BBQ,
spicy chipotle cheddar
and classic four cheese.
Providing a simpler
ingredient label was the
driving force behind the
development of Oscar
Mayer Selects Chicken
Breast Franks, Kraft
said. The chicken breast
franks are made with
white chicken breast
meat that has been
hardwood smoked and
contains no artifi cial
preservatives.
Customization also
will be key in 2013, Kraft
said. Looking to expand
beyond the MiO portable
liquid water enhancer
launched in 2011, Kraft
34 FOODBUSINESSNEWS
®
said in 2013 it will introduce
Crystal Light
Liquid in six fl avors:
mango passionfruit,
strawberry lemonade,
blueberry raspberry,
iced tea, peach bellini
and pomtini. A personal
touch also may be added
to baked goods with the
addition of Cool Whip
Frosting. Available in the
freezer aisle, Cool Whip
Frosting may be spread
on cakes, cupcakes and
more, Kraft said.
Other new product
introductions set for
2013 include Jet-Puffed
Mallow Bites marshmallows
in fruit fl avors and
ice cream cone shapes,
and Planters NUT-rition
Sustaining Energy Mix.
“As culinary trends
continue to evolve, one
constant is a desire for
even more choices,”
said Robin Ross, associate
director of culinary
at Kraft. “Consumers
have varying and multiple
needs for their food
and beverage choices.
Some consumers fi nd
a healthy balance with
less complex ingredient
lines is important, while
others want bold or
ethnically-inspired taste
experiences. Young people
are especially adventurous
and food savvy.
They don’t want to miss
the latest food news,
whether it’s trendy fl avors,
pop-up restaurants
or the newest food
truck in town.” FBN
January 15, 2013
Food Business News - January 15, 2013

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