New Products From Kraft Include Deli Companions

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New Products From Kraft Include Deli Companions


Those searching the aisles for some different party fare for their Super Bowl bashes will find a host of new products, including several items from the Kraft Foods Group.

As the “new” Kraft emerged last fall as an independent public company, its R&D department has certainly been busy. Kraft announced late last month the launch of more than 40 foods and beverages within its brands, built around ongoing consumer interest in “bold flavors, flexible eating patterns and simpler product recipes,” according to company information.

Some of those products are a great fit with menus for Super Bowl entertaining. Big flavors for the big game, for instance, are available in products like Miracle Whip Dipping Sauces in Smokin’ Bacon Ranch, Kickin’ Onion Blossom and Sassy Sweet Tomato varieties and snacks like Cracked Black Pepper, Italian Style Pizzeria and Sweet BBQ string cheese. For shoppers who bake, grill and roast up their own foods, the A.1. Dry Rubs and Marinade Mix lines have expanded to include Chipotle BBQ, Tomato & Chili Pepper and Cracked Peppercorn. Sandwiches also get a bit of a kick, with new jalapeno- and bacon-flavored bolognas.

Versatility is another hallmark of Kraft’s latest products. To that end, whether they are putting together a game day dish for a crowd or looking for a fast family weeknight dinner, consumers can try out new products like Cheesy Casseroles from Velveeta, including Chili Cornbread, Chicken Pot Pie and Shepherd’s Pie varieties.

Meanwhile, Kraft is heeding interest in simpler and sometimes “cleaner” ingredients with other new SKUs, including a line of Oscar Mayer Selects items, featuring products such as chicken breast franks. Customized flavors are also on the roster, with beverage mix-ins like Crystal Light Liquid and, for coffee lovers, the Tassimo on-demand system.

The sheer number and variety of new products from Kraft Food Group is an indicator of consumer mindsets in 2013. If it looks like people want a lot of everything, in other words, they do.

"As culinary trends continue to evolve, one constant is a desire for even more choices," says Robin Ross, associate director of culinary for 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.”