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Kraft unveils new offerings for 2013
December 27th, 2012
NORTHFIELD, Ill. – Focusing on what it called the "taste experience," Kraft Foods Group Inc. has announced more than 40 new food and beverage items as part of its product introductions for 2013.
The company said Thursday that its initial offerings for the new year span such brands as Planters, Miracle Whip, Philadelphia, Kraft, Polly-O, Oscar Mayer, Velveeta, Cool Whip and Crystal Light.
Kraft noted that the rollout marks the first comprehensive new product launch since it became an independent public company in October. Some of the new products are hitting store shelves now, and others are slated to make their debut in early 2013.
"Bland and boring do not cut it anymore," commented 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 flavors. Culinary experimentation is in, so everyone wants the flexibility to customize their food. Our latest innovations are fun, great-tasting products that meet those needs and are in sync with today's lifestyles."
Kraft said it's intent on satisfying "flavor fanatics." New Miracle Whip Dipping Sauces offer distinctive tangy flavors — Smokin' Bacon Ranch, Kickin' Onion Blossom and Sassy Sweet Tomato — while the Philadelphia cream cheese brand is introducing Philadelphia Spicy Jalapeno Cream Cheese plus two new varieties to the Philadelphia Indulgence Spread line, Cinnamon and Dulce de Leche Caramel.
Meanwhile, string cheese will no longer be just a kids' snack, as the Kraft and Polly-O cheese brands will be adding Cracked Black Pepper, Italian Style Pizzeria and Sweet BBQ varieties. Also on the snacking front, Planters NUT-rition Peanut Butter will add a Cherry Chocolate flavor. And fiery notes like Chipotle BBQ, Tomato & Chili Pepper and Cracked Peppercorn will add some heat to the A.1. Dry Rubs and A.1. Marinade Mixes lines.
In addition, Kraft Anything Dressings will add a citrus twist with Zesty Lime Vinaigrette, and the venerable Oscar Mayer Bologna will experience a flavor makeover with the addition of Jalapeno and Bacon options.
"As culinary trends continue to evolve, one constant is a desire for even more choices," stated Robin Ross, associate director of culinary at Kraft. "Consumers have varying and multiple needs for their food and beverage choices. Some consumers find 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 flavors, pop-up restaurants or the newest food truck in town."
Convenience also counts more these days, as consumers seek fast and flexible meal options that don't skimp on taste, according to Kraft.
The company said its new Oscar Mayer Carving Board Pulled Meats line will combine spice blends with pulled pork that has been slow smoked with natural hardwood to lock in real meat flavors. Velveeta, too, will expand its palette of tastes to include Cheesy Casseroles in Chili Cornbread, Chicken Pot Pie and Shepherd's Pie varieties. The Velveeta Cheesy Skillets Dinner Kits franchise also will build its "liquid gold" platform with three new flavor combinations: Jambalaya, Chicken Parmesan and Ultimate Cheeseburger Mac with 2% Milk Cheese.
And following up its 2012 launch, Kraft Fresh Take cheese and breadcrumb mix will serve up three more taste choices: Smokey Mesquite BBQ, Spicy Chipotle Cheddar and Classic Four Cheese.
Kraft noted that it's also is meeting consumers' desire for foods with simpler ingredients. The company said it will be extending its Oscar Mayer Selects line with Oscar Mayer Selects Chicken Breast Franks, which are made with quality cuts of white chicken breast meat that are hardwood smoked and have no artificial preservatives.
Other new offerings for 2013 include the following:
• New varieties of the MiO liquid water enhancer, including Cherry Blackberry.
• Six more flavors of Crystal Light Liquid: Mango Passionfruit, Strawberry Lemonade, Blueberry Raspberry, Iced Tea, Peach Bellini and Pomtini.
• Tim Hortons coffee, including decaf and latte, available in T Discs.
• Cool Whip Frosting, available in the freezer aisle.
• Additions to the Jet-Puffed Mallow Bites line, including fruit-flavored, ice cream cone-shaped and brownie bite mini-marshmallows.
• Planters NUT-rition Sustaining Energy Mix, which will come in three varieties that include ingredients such as honey roasted peanuts, crunchy honey soy clusters with soy protein, and wholesome roasted almonds.
"Our newest products demonstrate how an innovative spirit is taking hold in today's Kraft," added Calpino. "New products and expandable platforms will help us fulfill our mission of being North America's best food and beverage company. In 2013, we're capitalizing on several trends — bold flavors, better-for-you choices, flexible meals and customizability — to win with both customers and consumers."