Kraft unveils new look, products for SnackWell's
May 2, 2011
by Eric Schroeder
EAST HANOVER, N.J. — Kraft Foods Inc. is reintroducing the SnackWell’s brand of products with new items and a fresh focus on advertising to weight-conscious women. The reinvention is supported with a makeover featuring new varieties and packaging.
According to SnackWell’s the new line of products “offers a variety of decadent and perfectly portioned treats, made especially for women looking for an ‘off-switch’ for their sweet tooth through portion control.” The snacks will range from 100 and 150 calories per pack.
“Through our research, we found women’s attitudes and preferences toward portion control have evolved in recent years,” said Steve Siegal, senior brand manager for SnackWell’s. “Today’s women want ‘calorie control,’ but they also want snacks that can satisfy their sweet tooth with rich flavor experiences and a variety of portion sizes. And that’s why we turned to SnackWell’s, one of the original better-for-you snack brands, to bring women these new snacking choices.”
SnackWell’s originally were launched in 1992, and at their height total sales were about $490 million in 1995. In the 52 weeks ended March 20, sales were $32.3 million, according to SymphonyIRI Group, a Chicago-based market research firm.
The new SnackWell’s products are available at a suggested retail price of $3.19 per box and each box features five individually-portioned packs. The line includes four new indulgent portion-controlled products: Fudge Drizzled Caramel Popcorn; White Fudge Drizzled Caramel Popcorn; Fudge Creme Brownie Bites; and Rich Vanilla Creme Brownie Bites.
Additionally, Kraft said it is rebranding several of its products that had been sold under the Nabisco 100 Calorie Packs label to now be sold under the SnackWell’s brand. The products are: Fudge Petites — Fudge; Fudge Petites — Mint Fudge; Fudge Drizzled Chocolate Chip Cookies; and Fudge Drizzled Double Chocolate Chip Cookies.
Many of SnackWell’s existing products will remain the same but with updated packaging, including Devil’s Food Cookie Cakes and Creme Sandwich Cookies.