Probiotic granola bars, pizza top Kraft launches

by Jeff Gelski
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LAS VEGAS — Kraft Foods Inc. featured more than 80 new products, including LiveActive probiotic granola bars and a "For One" platform of single-serve microwavable pizzas, at the 2008 Food Marketing Institute Show in Las Vegas.

"This year, Kraft’s new products align with key growth areas — snacking, quick meals, premium taste, and health and wellness — and are reinventing the way consumers see and enjoy our iconic brands," said Rick Searer, president, North America, Kraft Foods.

Kraft prebiotic and probiotic LiveActive products already appear in the dairy case. New product launches to the LiveActive brand include chewy granola bars, Post cereals and Crystal Light drink mixes. The "For One" platform, meanwhile, will feature the DiGiorno and California Pizza Kitchen brands.

Kraft broke down its product launches into the categories of health and wellness, premium taste, quick and easy meals, and accessible snacking.

Product launches in health and wellness include Capri Sun drinks with 25% less sugar; 100-calorie products for Mister Salty Milk Chocolate Covered Pretzels, Honey Maid Delight Bars, Oreo Snack Cakes and Nilla Snack Cakes drizzled with vanilla icing; and South Beach Living Tide Me Over powdered beverage sticks enhanced with protein and fiber.

Premium taste product launches include DiGiorno Ultimate Focaccia Pizza and Kraft natural cheese made with 2% milk. New Oscar Mayer Premium beef franks, which mark the first change to Oscar Meyer beef franks in more than 20 years, feature premium cuts of beef and a new blend of spices.

New quick-and-easy meals include Kraft Bagel-fuls Filled Bagels and Kraft Easy Mac Cups-Easy Italia that feature Italian-flavored pasta.

Product launches in accessible snacking include Nilla Cakesters soft snack cakes, Oscar Mayer mini hot dogs, and Kraft macaroni and cheese crackers.

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